Creating a brand

[weddingphotojournalist]

Oh, I have just figured what you mean.

The rest of the page hidden on purpose, it's not there for you to read. All I want you to see is the photographs, logo and the enter/blog etc. The links below are purely for search engine traffic, Google doesn't like hidden text, so you have to be a little clever about using keywords on the front page of your website without making it look a mess to read.

 

[Kernowman]

Oh, I have just figured what you mean.

The rest of the page hidden on purpose, it's not there for you to read. All I want you to see is the photographs, logo and the enter/blog etc.

Right, I am going to ask questions to which I require direct answers.

Who is it that actually sells your photography skills, you personally alone, or your website? Are you just using the website as a photo album, or do you want sales from it>

Do you really want to have the branding?

 

[weddingphotojournalist]

Around 80 percent of my clients book without meeting me. My website initially draws them in, I also have sample albums at venues and other means of marketing.

To start with I just want to get people interested enough to enquire (about 75 percent of those who do enquire go no further once they have seen my prices). I aim for 40 weddings per year and get about 400 enquiries a year. Once they enquire I send out a PDF brochure which says a bit about what I do, a bit about the celebrity weddings and has my prices. At this stage I also send 2 or 3 slideshows of complete weddings.

My website is aimed at women, aged 28 to 35, mostly they are looking at my website while at work (which I know as I log every visitor to my website), for that reason i don't use music on the website.

I want to build my business up to the point where I'm recognised as being one of the best photographers in the UK. I don't know of any weddings photographers anywhere in the World that have become a household name, so I'm not expecting to build a brand as strong as Ikea, Apple or Hoover. Part of the problem with building a brand as a photographer is often you only become a recognised brand to other photographers, which is not something I'm looking to do.

 

[Kernowman]

The answer then young sir is to entrust yourself into the hands of someone who understands Marketing and understands branding in the true sense of the word. Your prices frighten me, but for those that appreciate your talents are happy to pay that without any qualms, same too with someone who has the skill and aptitude to get you where you want to be.

And I do mean TRUST implicitly if you want to get where you really do want to go. It may hurt a bit, it may seem illogical at times, but just like a stunning photograph, it takes a lot more skill than looking in the viewfinder and pressing the shutter release. I see no reason why you cannot get to that point where the potential and actual clients have only one name on their minds for that special wedding photographer - your name.

We can do no more than that for you just by back and forth postings on a forum.

 

[akirk]

There is some good advice here - you need though to decide where you want to end up and what it will mean... - your aspiration is high and there are a lot of implications if you want to be there.

Your brand needs to be cohesive throughout every part of your business, and the platform for that is your photos. I have had a look through them and if I were to position you amongst other photographers, the photos are very nice - and I would be very happy with them as the result of a shoot / wedding. However, there are a number of photos where it would be possible to critique them and suggest improvements - are they top end yet - I think that the top photographers maybe have something more.

It is maybe worth looking at other photographers - talk to photography dealers etc. to see what who is collected / who are considered the top photographers... look at what they are doing in their photos / what is their style / etc. If you want to build a brand there needs to be a style on which you build that brand and I don't see a distinctive style at the moment...

I don't want this to turn into a critiquing session, (and just to say where I come from - I am a pro photog. and I train / mentor pro photogrs worldwide), but this is I believe a very important starting point - without it there is no distinctiveness

With a style - something that means people can see your photos and say - ah there is a xxx - then it becomes easy to build a brand - and with that in mind I would take advice from some of the marketeers on here... they know what they are talking about (usually )

Alasdair

 

[S-Marketing]

Right, time for my opinion again.

You wont be able to build a 'brand' worth having for this type of business. A brand, especially a nationally recognised one, would cost millions. It is simply not worth investing the time and money trying to build a brand for this type of business.

Brands are for businesses that are scalable. Selling your time for a couple of grand at a time is not scalable, so a brand campaign is a waste of your money.

If you were my client, thats exactly what i'd be telling you.

What you need to concentrate on is targeting your offering, and building a 'reputation'. Reputation is the substitute for brand for any business such as yours.

I've looked at your site, and there is no reason you couldn't be getting work every day of the year with decent, targeted strategic marketing.

IMO you should be very cautious about using the services of anyone who tells you they can build you a brand.

Hope this is useful.

 

[akirk]

To be fair - I think that he can build a brand - just not a national one

For me (and isn't it fun when we have different perspectives on the same thing!) a brand just means having a cohesive approach throughout the business which 'says something' mple and focused to the punter / consumer... that is achiesivable...

the concept of a household name type of brand - I agree that is difficult, not impossible, but perhaps only one or two photographers a generation if that (and rarely a wedding photographer)...

so agree, be cautious about what you spend money trying to do (are you prepared to advertise on TV etc?) you could build a national brand at the cost of millions, but it will never bring back in the money you spent...

but a brand in terms of a cohesive approach built on your style of photography - is possible.

Alasdair

 

[Kernowman]

I still reckon he could build a brand totally unique to what he does, because there aren't that many other top line wedding photographers fighting for the top slot from what I can find out with just a little bit of research.

I would have thought the objective is to brand himself as one of the best wedding photographers and it is the first and only name to be put into his prospect's heads then so much the better - the best or not. Couple that to portraying through good copy on the website that whoever has landed on the home page has been fortunate to have found one of the best wedding photographers.

My problem with that simple concept is whether the OP has the innate desire to give away some of himself to get there. As I said earlier, 'Simon Atkins' is a long way short of 'Lord Snowdon' so he ought to find a name that excites, enervates and drives his business. He says he wishes to appeal to the ladies, so think of a name that is French, Italian, or similar that makes the girls go weak at the knees at the mere mention of it. I like the name 'Spike' in the same vein that the name "Sting" homes in on one person and no other. Either that or a catchy corporate name; I thought of the word "KLIKS" off the top of my head earlier. Catchy, short, easy to remember and sort of-ish mentions what he does.

 

[I Love Spreadsheets]

Have you read "Crush It" by Gary Vaynerchuck? Its a great guide on why you should build a brand around you personally. It has worked great for me.

For people to hire a programmer like myself (or a wedding photographer like yourself) without any form of recommendations to work on, they have to pretty much make a leap of faith when it comes to deciding which companies to contact.

A quick surf around programmers and wedding photographers websites will show that there is no personal branding going on. You dont get to see who the company is or get a feel of what they are like. You just get the usual "this is what I do, here are some examples of my work". That happens site after site so what makes your site different from all the others.

I could surf a thousand wedding photographers websites and not build up any trust or personal connection with any of them and as a result I would end up contacting half a dozen at random.

If you take a look at my site www.ILoveSpreadsheets.biz my photo is all over the site, so visitors get to think of me as a real person. I've recently added a blog where I try to solve site visitors questions etc. Every business event I go to I wear the "I Love Spreadsheets" t-shirt. All of which builds up my personal branding.

Having visited your site I think your existing branding is up to scratch, you just need to stamp your personality on it more so potential clients will find it easier to trust you and to employ you.

So what would I change on your site?

(1) Get your face on there, people want to associate your services with a real person. How many of your competitors do this? Be different

(2) Add some behind the scenes stuff. Maybe a blog telling visitors what you have been working on recently, what new equipment you have got in and what new services you have added. Maybe some behind the scenes videos to show potential clients 2 things (a) what they can expect to happen on the day (b) your personality and how easy you are to work with.

At the end of the day you are your company and you are the branding. You are what you are selling.

 

[S-Marketing]

Alasdair,


I see exactly where you are coming from. My response was due to the fact that certain phrases had already been used in the thread such as 'national' 'hoover' etc, etc.

Building a brand as a household name for the OP would not be possible. At least, not if he wanted any kind of ROI anyway.

You are of course, right about the type of brand that could be achieved.

 

[dagaul101]

I once heard some good advice on branding, once you have the logo that speaks of what you hope it does, you show it to a prospective client/s and ask if they feel the same, and then you take it from there

 

[Be Known PR]

Just a thought.....but is it possible to create some sort of iphone app and/or facebook friendly way for your clients to share their official pics with their friends. In today's social media world wedding pics are being plastered all over the place. If you provide them with a way of easily doing so that has your name on it etc then you are helping to build your brand by getting your name in front of people.

I think it is your name that has to be your brand and it is as simple as that. You say you want to be talked about as the best photographer, so your name has to be the thing that people mention.

 

[akirk]

I still reckon he could build a brand totally unique to what he does, because there aren't that many other top line wedding photographers fighting for the top slot from what I can find out with just a little bit of research.

I would have thought the objective is to brand himself as one of the best wedding photographers and it is the first and only name to be put into his prospect's heads then so much the better - the best or not. Couple that to portraying through good copy on the website that whoever has landed on the home page has been fortunate to have found one of the best wedding photographers.

My problem with that simple concept is whether the OP has the innate desire to give away some of himself to get there. As I said earlier, 'Simon Atkins' is a long way short of 'Lord Snowdon' so he ought to find a name that excites, enervates and drives his business. He says he wishes to appeal to the ladies, so think of a name that is French, Italian, or similar that makes the girls go weak at the knees at the mere mention of it. I like the name 'Spike' in the same vein that the name "Sting" homes in on one person and no other. Either that or a catchy corporate name; I thought of the word "KLIKS" off the top of my head earlier. Catchy, short, easy to remember and sort of-ish mentions what he does.

I agree with your comments ref. the brand bit, however - have to disagree a bit on the first para. in the market he is targeting, there is a lot of word of mouth recommendation / articles based PR etc. little activity directly from a website as first knowledge / awareness of a photographer. There are a large number of top end wedding photographers who don't even bother with a web presence as they have no need, it is a fiercely competitive arena and to be where he aspires - known to be one of the best photographers in the UK needs something more, and I know it is boring of me to keep repeating it - but it needs more at the level of his personal photography style.

If he gets that right then he will start to build a brand off that anyway - then using the thoughts / tips you are suggesting a good marketing guy could push that brand stratospheric but there is absolutely no point unless the underlying style / product is there, it will just lead to disappointment. The photography quality is good enough - it just lacks a sense of identity which would allow me, or others to see his photos amongst a selection of other top photographers and be able to pick his out and say - that is a Simon Atkins photo - when he has that, then he is ready for a brand to build on top of that, without it - pointless. (or not pointless, just won't take him to the top.)

Alasdair,


I see exactly where you are coming from. My response was due to the fact that certain phrases had already been used in the thread such as 'national' 'hoover' etc, etc.

Building a brand as a household name for the OP would not be possible. At least, not if he wanted any kind of ROI anyway.

You are of course, right about the type of brand that could be achieved.

Quite agree not sure though that he asked for a ROI so spend the millions - original objective achieved, along with bankruptcy

Alasdair

 

[Kernowman]

If he gets that right then he will start to build a brand off that anyway - then using the thoughts / tips you are suggesting a good marketing guy could push that brand stratospheric but there is absolutely no point unless the underlying style / product is there, it will just lead to disappointment. The photography quality is good enough - it just lacks a sense of identity which would allow me, or others to see his photos amongst a selection of other top photographers and be able to pick his out and say - that is a Simon Atkins photo - when he has that, then he is ready for a brand to build on top of that, without it - pointless. (or not pointless, just won't take him to the top.)

Quite agree not sure though that he asked for a ROI so spend the millions - original objective achieved, along with bankruptcy

Alasdair

Spot on Alasdair. I did mention a L O N G way back that branding himself "The best" is a very dangerous tactic to adopt when there is a any sort of gap between that claim and reality. A huge part of that preparation work carried out by any good marketeer is to effectively take away what isn't true from being "The best" as the very first stepping stone towards the final branding objective. What it needs from the OP is some firm commitment and that's where the clash begins in this instance because being a photographer means he cannot see the marketing value, while a marketeer sees things from an entirely different perspective. Without that commitment then there is a huge chasm between what someone aspires to as a brand and what they are prepared to invest and ultimately what they are capable of achieving to become "The best". It's a vicious circle sometimes

 

[weddingphotojournalist]

Thanks everyone, this has been very interesting.

When I say I want to be the best or one of the best wedding photographers, I mean in the documentary market, which is where I operate. There are maybe a dozen or so really good documentary wedding photographers in the UK and hundreds who shoot snap shot style reportage.

 

[Kernowman]

My other concern here about embarking on a long term branding mission is that how thin will "Simon Atkins" spread? Once the behemoth of branding is rolling then it becomes almost an unstoppable beast, so is he then going to put a lot of effort towards becoming just a bit more successful than he currently is? In that case branding shouldn't even be contemplated at all.

Because it is "Simon Atkins" then he cannot in all honesty send someone else to cover for him when his diary is already full, because those that have engaged him want "Simon Atkins" alone (what they are buying) and not someone else with lesser aptitudes perhaps.

 

[akirk]

Thanks everyone, this has been very interesting.

When I say I want to be the best or one of the best wedding photographers, I mean in the documentary market, which is where I operate. There are maybe a dozen or so really good documentary wedding photographers in the UK and hundreds who shoot snap shot style reportage.

Simon,
I would be interested to see how you define the difference between good documentary photos and snap shot style reportage

if you look at my diagram on progression in composition:
http://www.snipephotos.com/information/20090203compositionalProgression.pdf

I would see those two types of photography at opposite ends of the graph based on a difference in relevance of subject matter, while complexity remains in both.

yet, I would see the snapshot style photographer very much as an amateur photographer who is not seeing composition accurately, whereas the pro is adding in complexity but maintaining relevance making a more powerful picture.

If I look at your photos I would agree that you are to the right of that graph - photos of the bride getting ready shot past the out of focus dress etc. are good photos - but I would strongly disagree that there are only a dozen photographers in the UK shooting in that way for weddings - I see hundreds if not thousands. In fact it is the norm in wedding photography which has moved away from the static group shots to documenting the day, any photographer starting out now as a wedding photographer will look to shoot in a documentary way.

so, for me there still is the question of a distinctive style - you can tick many of the boxes, quality / lighting / focus / content / etc. are all good - but I am wanting to know how you feel your photos stand out as Simon Atkins' photos

there are photographers out there whose work I can identify across a room - that is the approach needed if you want to build a brand - there has to be something distinctive.

Alasdair

 

[akirk]

My other concern here about embarking on a long term branding mission is that how thin will "Simon Atkins" spread? Once the behemoth of branding is rolling then it becomes almost an unstoppable beast, so is he then going to put a lot of effort towards becoming just a bit more successful than he currently is? In that case branding shouldn't even be contemplated at all.

Because it is "Simon Atkins" then he cannot in all honesty send someone else to cover for him when his diary is already full, because those that have engaged him want "Simon Atkins" alone (what they are buying) and not someone else with lesser aptitudes perhaps.

very true - but he could then just put his prices up

Alasdair

 

[Kernowman]

very true - but he could then just put his prices up

Alasdair

But of course

Makes a big difference in the old ROI game don't it?

 

[akirk]

But of course

Makes a big difference in the old ROI game don't it?

not just on ROI - can also (positively) influence the brand
not everyone is looking for cheap - and in this market people often want to be able to show that they have money in subtle ways! - when you see the wedding video guys turning up with tracks and cranes for flying overhead shots you just know that the client has too much money

Alasdair

 

[weddingphotojournalist]

very true - but he could then just put his prices up

Alasdair

That's true to a point. In the US there are wedding photographers charging huge amounts ($50k), in the UK the very top market is only in the region of £3k to £5k. You could probably count on one finger the number of UK photographers getting £5k per wedding.

 

[weddingphotojournalist]

The other issue in the UK is that most celebrities don't bother hiring a wedding photographer, they just get Hello to pay them a million to take them.

 

[weddingphotojournalist]

I would be interested to see how you define the difference between good documentary photos and snap shot style reportage

There are a number of ways I define this.

Firstly many photographers would just take a series of photographs of what is in front of them without giving any thought to how these sit together as a story. The result is a disjointed set of photographs, which although may look good enough, do not show action and reaction, do not show emotion, do not have any artistic merit.

What is the difference between snap shot and good documentary photography? These photographs are a case in point, the first one was taken by a photographer who was a friend of the couple. He turned up with two pro cameras and L series lenses. The second and third shots are mine from the same event (Bride arriving). The other guy had exactly the same situation to work with but didn't take into account the light, the framing of the doorways or timing. To me his shot is a snapshot, it documents what happened but he hasn't turned the moment into a well thought out photograph with nice lighting.

 

[akirk]

There are a number of ways I define this.

Firstly many photographers would just take a series of photographs of what is in front of them without giving any thought to how these sit together as a story. The result is a disjointed set of photographs, which although may look good enough, do not show action and reaction, do not show emotion, do not have any artistic merit.

What is the difference between snap shot and good documentary photography? These photographs are a case in point, the first one was taken by a photographer who was a friend of the couple. He turned up with two pro cameras and L series lenses. The second and third shots are mine from the same event (Bride arriving). The other guy had exactly the same situation to work with but didn't take into account the light, the framing of the doorways or timing. To me his shot is a snapshot, it documents what happened but he hasn't turned the moment into a well thought out photograph with nice lighting.

okay - we are talking the same thing...

though to be fair - those photos are not the same setting (different doorway ) your door is far more attractive, so I don't blame him in not wanting to include his door - though not including the exit sign might have been nice!

yes - there is a big difference between those - but as we know the kit is not what makes the photographer and on the evidence of that first shot the photographer is not a pro photographer - quite simply everything about it is wrong from lighting to composition...

but my point is that the majority of wedding photographers are not incompetent - they will happily be able to turn out the same photo in that setting as you - I could, the girl I use to second shoot when I do weddings could - it is simply exposure / timing / composition...


but this discussion started with a different aspiration - to move a competent pro photographer to a different place through branding...

and I still believe that this is possible, but that it starts with the product, and while it is pleasing / professinal / etc. it needs a unique style - brand has to have uniqueness toherwise all you are doing is placing something on top of the product which doesn't hold up through the product...

in this business, that is about personal style - and that, for me, is the biggest challenge here - to move you to a brand will not just be about logos / websites / name / etc. etc. it will need to start with that unique style that jumps out from all the other alternatives.

when you look at Apple and their kit - they have a brand which is unique to them, but it starts from their products, I have sitting on my desk a number of Apple products, they could only be made by them - look at Landrover their products have a certain style which sets them apart...

that is where you need to be starting from.

Alasdair

 

[Be Known PR]

My other concern here about embarking on a long term branding mission is that how thin will "Simon Atkins" spread? Once the behemoth of branding is rolling then it becomes almost an unstoppable beast, so is he then going to put a lot of effort towards becoming just a bit more successful than he currently is? In that case branding shouldn't even be contemplated at all.

Because it is "Simon Atkins" then he cannot in all honesty send someone else to cover for him when his diary is already full, because those that have engaged him want "Simon Atkins" alone (what they are buying) and not someone else with lesser aptitudes perhaps.

That is all part of controlling the brand though. If you look at a lot of professional service firms they have the main partners names in their company names, but this doesn't mean that clients always get the person whose name is in the title. The challenge is therefore having the right staff that can represent the brand with the right quality of service and photography.

The advantage of Simon putting his name at the top is that it helps him keep an element of control, He can nurture and train employees but it is always his name that clients will remember and pass on.

.....this is assuminghe wants to build his empire at all rather than just take 40-50 bookings a year but at a rate that reflects his exclusivity. The bigger the name and reputation the further in advance he has to be booked the more he can charge. If a client knows that securing his services is like gold dust, then they will happily pay a preium for making sure they get him.

 

[Be Known PR]

The other issue in the UK is that most celebrities don't bother hiring a wedding photographer, they just get Hello to pay them a million to take them.

too true

so you need to get in with Hello/OK to get them to commission you on the weddings they agree to cover.

That said....I have been in a position where I have been pitching subjects to those magazines and there are a lot of celebs they won't pay that would still look good in your portfolio. Especially as the women you are targetting are often very celeb minded.

 

[Be Known PR]

Thanks everyone, this has been very interesting.

When I say I want to be the best or one of the best wedding photographers, I mean in the documentary market, which is where I operate. There are maybe a dozen or so really good documentary wedding photographers in the UK and hundreds who shoot snap shot style reportage.

I think that from a market perspective you have to look at wedding photographers as a whole.

As I believe Kernoman may have said earlier, it is not your job to educate the client as to what your style is. The fact is that when choosing a photographer they will simply look at the end result and decide whether or not they like the pictures you take, they will not care less how you define those pictures. Therefore a prospective client will be pitting you up against all wedding photographers, not just all documentary style photographers.

I am sure someone can find the stats, but my bet would be very few people stick the search term 'documentary wedding photographer' in to google because as far as they are concerned they are simply looking for a 'wedding photographer'.

It is the audience market you need to segment, not the supplier market. If you take the north London Jewish wedding market for example, the average cost for a wedding is roughly twice that of the national average and there are probably 5/6 photographers who have 90% of the Sunday's in their diary blocked off already for next 18 months. My point being that you almost need to pick out a few specific markets and set out plans designed to specifically infiltrate and cements those.

 

[Direct Print Int]

Your brand should be a promise and inspire everything you do, including how you present yourself and how you act towards people.

It's more than just a Logo.

 

[laguna]

A Brand is the perceived perception of SOMETHING associated with the company.
Branding is it's execution by marketing, confirmed, accepted or rejected!

As Frank Carson used to say "It's the way I tell em!"

Now I perceive Frank as a very funny Irish comedian, but...
if he hadn't been on the Telly (Marketing) telling his brand of jokes then I would never have known it!

You might concure (confirm or accept) or disagree (reject) that frank is funny?

 

[laguna]

I am sure someone can find the stats, but my bet would be very few people stick the search term 'documentary wedding photographer' in to google because as far as they are concerned they are simply looking for a 'wedding photographer'.

Its a shame Yahoo's inventory.overture.com doesn't exist anymore but there may be alternatives?

 

[S-Marketing]

okay - we are talking the same thing...

though to be fair - those photos are not the same setting (different doorway ) your door is far more attractive, so I don't blame him in not wanting to include his door - though not including the exit sign might have been nice!

yes - there is a big difference between those - but as we know the kit is not what makes the photographer and on the evidence of that first shot the photographer is not a pro photographer - quite simply everything about it is wrong from lighting to composition...

but my point is that the majority of wedding photographers are not incompetent - they will happily be able to turn out the same photo in that setting as you - I could, the girl I use to second shoot when I do weddings could - it is simply exposure / timing / composition...


but this discussion started with a different aspiration - to move a competent pro photographer to a different place through branding...

and I still believe that this is possible, but that it starts with the product, and while it is pleasing / professinal / etc. it needs a unique style - brand has to have uniqueness toherwise all you are doing is placing something on top of the product which doesn't hold up through the product...

in this business, that is about personal style - and that, for me, is the biggest challenge here - to move you to a brand will not just be about logos / websites / name / etc. etc. it will need to start with that unique style that jumps out from all the other alternatives.

when you look at Apple and their kit - they have a brand which is unique to them, but it starts from their products, I have sitting on my desk a number of Apple products, they could only be made by them - look at Landrover their products have a certain style which sets them apart...

that is where you need to be starting from.

Alasdair

Differentiation, thats the word I think you are looking for.

 

[Drachsi]

Most people can create a brand, some a lot better than others, the cross-over to marketing the brand is the big challenge.

Most small companies just don't have the time to do everything that is neccessary, even if they understood what should be done, this is where knowledge and experience pay off. My customers find that a small personal service gets things done quickly and cost effectively.

Drachsi
www.drachsi.com

 

[akirk]

Differentiation, thats the word I think you are looking for.

yes

but in the photography world it is known as 'style' which also takes less effort to type

Alasdair

 

[danielmeade]

Branding is EVERYTHING! It's all about the message, you want people to hear your name and each and every one of them instantly thinks the same thing. You can be quite cool with branding in the photography space, for you its all about imagery and personality.

Here's a fantastic example, these guys seem to have it absolutely spot on. They're still small but they're brand is rapidly growing: http://navyblur.co.uk

 

[weddingphotojournalist]

Branding is EVERYTHING! It's all about the message, you want people to hear your name and each and every one of them instantly thinks the same thing. You can be quite cool with branding in the photography space, for you its all about imagery and personality.

Here's a fantastic example, these guys seem to have it absolutely spot on. They're still small but they're brand is rapidly growing: http://navyblur.co.uk

They charge from £100 to £700, how exactly is that getting it spot on?

I'm sorry, but if they are a successful brand they would be able to charge at least 10x that amount. All I see is fairly standard photography and a bog standard template website. Am I missing something?

Google Jeff Ascough, he is a successful brand, so successful that Canon pay him around £50k a year to be there ambassador.

 

[akirk]

Well, to be fair, I can see why they care called NavyBlur

Alasdair

 

[Kernowman]

Branding is EVERYTHING! It's all about the message, you want people to hear your name and each and every one of them instantly thinks the same thing. You can be quite cool with branding in the photography space, for you its all about imagery and personality.

Here's a fantastic example, these guys seem to have it absolutely spot on. They're still small but they're brand is rapidly growing: http://navyblur.co.uk

Well I looked at that website and indeed one word did spring to mind.

Tacky.

 

[Call Tracker]

Be very focussed.

Be consistent with any communication.

Communicate a message/vision that you want associated with your 'brand'. Some use a strapline or message, e.g: Mazda use Zoom-Zoom.

Create a picture of your target client and use this for every campaign you undertake. Don't lose sight of this and use it as a checklist when creating external communication.