Category: August 2016

Of course we would all be lost without ‘the Net’ (as many of our mums still call it), but sadly a lot of information on there is not especially credible. When forming an opinion based on something you read online or saw in a YouTube video, our advice is to take it with the proverbial grain of salt. Especially if you’re using it to inform a business decision.

One of the most frustrating things in any profession is being told by an outsider how to do your job. Especially when they’ve engaged you for your experience and expertise.

We imagine doctors must get this all the time with the likes of Web MD diagnosing symptoms. Ditto lawyers, plumbers, butchers, bakers and candlestick makers.

Now if this sounds confusing, it’s because it is. When you think about it, it doesn’t make sense. Why would you pay a professional for their service only to micro-manage the process?

It happens. Frequently. People read things on the internet and believe that’s the be all and end all. Only it’s not quite that simple… Years of training, trial and error go into any career. Things that cannot be gleaned from one E-book alone. That’s why it’s critical to always consider the source.

 

Here’s a couple of things to check off:

 

1. Publishing site.

Say for example you’ve read a very convincing article about SEO strategy. Was it published by a respected SEO company with runs on the board? Or perhaps by a leading SEO influencer? If not, you need to consider the source and if it should be taken as gospel.

 

2. What’s the author’s background?

If you met a random in the street with no experience running a business who started telling you how to run yours, chances are you would back away quietly. The same is true for information on the internet. Check out your source, the author’s background – do they have (real) experience in the field?

 

3. Is there a hidden agenda?

Is someone trying to sell you something by sharing the information? It’s important to consider what’s in it for them.

 

4. Do they practise what they preach?

If not, question their legitimacy. For instance, if you’re reading a blog on the importance of website design and user experience via a website that’s slow to load and difficult to navigate, think twice.

 

5. How simple does it sound?

Sometimes, if it sounds too easy, it definitely is. Again with reference to SEO, if you’ve read a blog that says you just stuff a few keywords into your site, and voila, numero uno ranking, we’re telling you now that’s not the case. Quick-fix options don’t work.

Sketch Corp.

Even if you were so in love with your new logo in 1997, times change and design trends come and go. It’s not disloyal to change things up.

You may not realise it, but your business and brand is constantly changing. If you don’t believe that, just take a look at your very first proposal or brochure from years ago. If it doesn’t make you cringe, maybe you haven’t come far enough.

When you’re using the same website, collateral and design to promote your business as you did on Day One, what do you think that says about your business?

A) That you’re stuck in a time-warp OR

B) You’re neglecting your marketing. Either way, a refresh is probably in order.

In a competitive world where impressions count and you only ever have anyone’s attention for a fraction of a second, the branded foot you put forward should be your best one. Polished to perfection. No scuff marks, no dated styles.

It seems crazy that so many businesses (including some household names) still have the same old website despite it not reflecting who they are today. And that they communicate with clients via daggy templates they don’t really like and that don’t represent their current stature.

Remember: potential new clients and non-customers who come into contact with your brand for the very first time have never seen you before. What they see when they click through to your website or pick up your brochure is their first impression. What message is it sending?

It’s important to own your business brand image at every stage – what it was then and what it is now. This doesn’t mean shedding what you stand for or compromising your core values.

While your fundamental brand attributes stay the same, your brand identity should evolve with the way you do business and your customer needs. The evolution of a brand’s identity is usually the translation of baseline attributes for current conditions.

Like hairstyles and clothing, certain graphic embellishments go out of fashion as quickly as they come into favour.

Changes that take place should be embraced. After all, it’s a sign that your business is continually improving.

All the greats do it. But it’s done so skilfully (and expensively), we hardly notice: