Why you need a brand review before you even start thinking about rebranding (and how to do one)
I often find myself being invited to assess a brand identity; the meeting we have might go something like this: The client knows they have a problem and sometimes they’re able to articulate, at least in part, why that is. But, having already gone through an extensive branding process, maybe as recently as within the previous three years, they’re cautious about what should happen next.
There’s understandable anxiety around throwing good money after supposedly bad. After all, something hasn’t worked out with the not-so-long-ago completed branding. There’s also an awareness that they might not want to scrap everything and start again – throwing away what’s valuable (their brand baby) out with the bath water.
And it’s not as if I haven’t been at the sharp end of this myself…
As well as being the brand consultant brought in to assess a supposedly faltering brand identity, I’ve also found myself on the receiving end. I was recently told that a rebrand we’d completed no more than six months earlier, following months of research and discovery, and an extensive design process, was being scrutinised by an agency owner invited in by the company group.
Confident that this was a definite case where the client would have done better to steady their nerves and give the rebrand more time and support, I thought the experience presented an opportunity to write about the subject of how you can achieve a level of certainty about determining what the problem actually is, and the solution that’s called for.
The question is, do you actually need that full-scale rebrand or something altogether more nuanced?
First of all, it’s important to remember that the sort of changes a successful rebrand can yield don’t happen overnight. Chopping and changing things only causes confusion and damages your brand equity. Branding is never a case of ‘done and forgotten’ because you shouldn’t leave your brand to fend for itself out in the wild.
A brand not only takes time to bed in, it also requires you to actively check in on it. Checking-in might include a number of elements such as examining whether the intentions set at the outset are being realised and assessing how the rebrand is landing with audiences. It’s an important exercise because all sorts of outside influences, from the wider economic and cultural, to the sector-specific, will be having an impact on the fortunes of your brand.
But of course, when doubts remain and the checking-in exercise yields more questions than answers, it’s probably time for a brand review.
A brand review is a comprehensive, 360° audit of the state of your brand. It asks a whole range of questions, from those that are external-facing (Has the world shifted? Do you need to evolve with the changing cultural landscape?), to those that concentrate on looking at what’s going on inside your organisation (Have you developed a new service? Has your business strategy or positioning, i.e. where you stand in the market, changed?).
A brand review will help you find out if there really is a problem and will articulate any issues precisely. This means that you’ll discover if a full rebrand is on the cards or whether something more nuanced is called for – a minor adaptation perhaps, or maybe just more time for your brand to become known in its new guise. And, if there is a fundamental problem, it’ll help you determine the direction your rebrand should take you in.
So, if you’re being plagued by doubts about how your brand is doing, particularly if it’s not that long since you last rebranded, or if you’re worried that you seem to head for the drawing board at the first sign of trouble, read on to find out how taking stock and conducting a brand review worked out for one of our clients.
Recent months saw us working with a charity client that had fundamentally changed their way of working, from focusing solely on end-user beneficiaries, to expanding their focus to take in both end-users and service commissioners and partners. Their existing brand identity wasn’t able to accommodate or resonate with these two distinct audience groups.
In addition, the client was experiencing issues with brand application – brand rules were being broken and they didn’t know why. We were tasked with finding out how the changes that were necessary (i.e. evolving existing branding so it was meaningful to both its distinct audiences) could be introduced as smoothly as possible, ensuring the sort of consistency that would build the brand awareness they were after.
This article was written by Kenz Meadows, Lead Editor of Squarely Magazine. Squarely is The Square Club’s lifestyle magazine; as a member of Bristol’s Best Co-working space, you are able to pick up a complimentary copy! Find out more here.
Best known for the annual Oktoberfest bacchanal, Munich is a patchwork of old and new. The neon signs for gambling halls above an independent Birkenstock shop, monastic breweries and a world famous Glockenspiel just round the corner from the H&M make knowing where to look a bit of a headspin. But knowing where to go is a much easier task to manage. The rich tradition of monastic brewing and the beerhalls Oktoberfest celebrates are just as delightful an experience without the nearly six million international tourists the festival reliably draws each year.
Of course, the guidebooks will tout the most renowned beer halls like the Hofbrauhaus, that are sure to be on everyone’s list. While the beer halls still largely employ table sharing, seating multiple parties at the same table, walk-ins are not typically something this particular hall accommodates–not even in the off season. So, reserve your steins well in advance.
I spoke with Membership Manager, Pelin Yüksel, at our reciprocal Famtain Club, in the heart of the Altstadt–or Old City. A native to Turkey, she had an outsider’s perspective on Munich and how the club fits in to the city’s social scene. “Munich is very business-oriented — I think people have a hard time turning off and having fun. In response, Famtain focuses on being a social club–presenting opportunities for our members to relax, enjoy themselves, and socialize outside of an office environment.” And if you’re foregoing your office watercooler for social engagement, you could do worse than the Famtain. It drips with lush colours, delicate hand-painted wallpaper and extremely inviting furnishings. I could have easily overstayed my welcome. The restaurant has a revolving menu of seasonally appropriate dishes, offering fusion cuisine with effortless expertise.
As regards to Oktoberfest, Yüksel is pleased to offer our members all the same access to amenities their own members receive. However, if the beer halls are hard to get into during the off-season, they’re impossible to reserve for the festival. Book now. Better yet, book yesterday. And be sure to reach out to the Famtain Club when you do, it doesn’t hurt to have an in when arranging your own autumnal jaunt.
If, like I did, you feel compelled to brush up on your high school German speaking skills, I would recommend really committing to it. Nearly everyone in the city spoke enough English to reveal my German for the exercise in futility that it is. While plenty of nations embrace and admire tourists making the effort to speak the local language, I did not get the impression this was one. I would absolutely recommend getting out of the city for an afternoon. I took the train out to Hoehenschwangau, grabbing fresh pretzels and bottles of beer at a stop along the way. Watching the countryside roll by you, warm salty baked good in-hand, is enough to make anyone seriously consider a rural Bavarian lifestyle change.
While the castle was impressive, I was disappointed by the tour at Neuschwanstein Schloss. The quark donuts from a stand down the hill from the castle were ample consolation after the expensive English audio tour though. Back in Munich, the museum I enjoyed most was the Alte Pinakothek. The expansive collection was home to more than a few masters even I, a novice in fine art, was surprised to see in person. My highlight from the trip was absolutely the food, but specifically the food purchased off the cornucopia of vendors in the Viktualienmarkt. Don’t miss the pickles. Seriously.
We’re excited to announce that Square Works is now home to a stunning new mural, painted by none other than local muralist and illustrator Dave Bain.
Last week we had the pleasure of hosting local creatives Dave Bain and Jess Knights to paint a mural in the outside area of Square Works. We wanted a bright and fun mural that tied the collaborative and creative community of Square Works with our love for nature and wildlife. Dave certainly delivered, producing a fantastic design and executing it to perfection.
If you haven’t seen the mural yet, what are you waiting for?! We’ve shared some snaps on our social media (click here), but you can’t beat seeing it in person!
We want to extend a huge thank you to both Dave Bain and Jess Knights for their amazing work on this piece!
Take a look at more work from both Dave Bain and Jess Knights:
Dave Bain – Website | Instagram
Jess Knights – Website | Instagram
We’re excited to announce the launch of our new website for Nebula Design (www.nebula.design)! This brand refresh serves as a comprehensive resource for businesses and other agencies. Whether you’re looking to fortify your online presence or exploring service packages for your clients, we’ve got you and/or your clients covered.
Compared to the old website, the newly launched website focuses more on content delivery that reflects our new services and enables us to showcase our expertise in various services, including:
Web Design, Development, Digital Marketing, Website Security, Maintenance & Website Hosting
“We are thrilled to launch our new website, which reflects our commitment to providing our clients with the best possible digital solutions,” David Pottrell, Head of Digital. “The new website is designed to be informative and user-friendly, allowing potential clients to learn more about our services and how we can help them achieve their online goals.”
Over the years, we’ve also seen an increase in other agencies requesting support around website security and maintenance for their clients. This is one of the reasons we’ve began marketing our WordPress maintenance packages towards other agencies as well as clients.
We invite businesses and fellow agencies in Bristol to explore our new website. Contact us for a free consultation to discuss any digital or website needs you may have.
User experience (UX) comprises a vast array of principles and practices that help visitors navigate your website effectively, engage with your content, and progress to a desired outcome or transaction.
Businesses are becoming more and more savvy to the benefits of user-centric design and embracing the customer experience. But some are still overlooking certain elements of the user journey (thereby deprioritising the customer) – and to their detriment.
If an overly complex checkout process can deter 27% of potential customers, consider how many are likely to drop off before they even reach a buying decision. So, while it may seem fussy to agonise over clicks or the wording of your calls to action (CTAs), these seemingly small moments along the user journey can make a huge difference.
So, now that we understand the scale of the problem, how can we go about creating a streamlined user experience based on best practice and customer-centric design principles?
First, let’s define some key terms:
Website navigation is the backbone of your user journey. Without effective menus, buttons, and links, your site would have no direction. These elements should guide users to the information they need, and onto the next logical step.
Effective navigation can significantly enhance the usability and accessibility of a website.It also enhances customer satisfaction, improves engagement, and can lead to better conversion rates.
So how can you ensure your website navigation meets UX best practices? Here’s a simple framework (and mnemonic) you can use: SASS ME
An uncomplicated menu structure facilitates quick information retrieval and task completion.
Employ readable fonts, contrasting colours, and strategic placement to enhance visibility.
Clear, easy-to-read labels and buttons (with calls to action (CTAs) like ‘Contact us’ or ‘Request a quote’) provide users with direction and an understanding of what to expect.
Website navigation isn’t solely about your users. A sitemap needs to be readily available so that search engine crawlers can navigate it effectively too. It can also be a great place to start when planning your information architecture.
With over half of internet traffic coming from mobile devices, navigation should be touch-screen friendly for effortless tapping and responsive browsing across every device size.
Your navigation menu isn’t the only way your users jump from page to page, so use your content blocks and CTAs wisely. A more engaging user journey encourages longer sessions, improves conversion rate, and makes navigation intuitive and enjoyable.
Setting out the perfect user journey involves understanding and mapping out how users interact with your site from their first visit to the final action you want them to take. This could be making a purchase, requesting a quote, registering interest, or getting in touch.
The goal is to create a seamless, intuitive, and satisfying experience that guides users towards each of your desired outcomes.
By following just a few simple steps, you can create a watertight user journey that minimises bounce rate and maximises conversions.
1. Understand your audience and create personas
Start by understanding your target audience. Research their needs, preferences, pain points, and behaviours. Then, create user personas to represent different segments of your audience. This helps in tailoring the journey to different user needs.
2. Define user goals and business objectives
Identify what users want to achieve on your website (e.g. find information about your services, buy a product, read industry news) and align these goals with your business objectives (e.g., increase sales, generate leads).
3. Map the current user journey
Analyse the existing path users take on your website using tools like Google Analytics, heatmaps, and user feedback. Identify any pain points, bottlenecks, or areas where users drop off. You’ll also want to consider how users will enter your site (homepage, landing pages, blog articles) and optimise these entry points.
4. Tailor content and simplify conversion
Ensure your content addresses the needs, desires, and questions of your users at each stage of their journey. Crucially, minimise the number of steps needed to complete a conversion (e.g. making a purchase, signing up for your newsletter, or getting in touch) and ensure forms are simple and easy to fill out.
5. Optimise for different devices and channels
Ensure your website is responsive and provides a seamless experience on desktops, tablets, and smartphones. Consider how different channels (social media, email, ads) impact the user journey and optimise accordingly.
6. Incorporate feedback loops
Use surveys, user testing, and analytics to gather feedback on the user experience. Regularly review this feedback to identify areas for improvement. And finally: test, test, test! Constant testing and optimisation will ensure your site stays up to date, your users enjoy the best possible experience and you’re ahead of any issues or bugs that may arise.
By prioritising UX, businesses can ensure higher levels of customer satisfaction, but also engagement, trust and loyalty, leading to increased conversions and retention. So, investing in a meticulous, user-centric design approach is not just a best practice, it’s a strategic must.
If you would like a free consultation to discuss your website’s UX contact us at [email protected].
You’d be forgiven for thinking your web presence had a small, rather insignificant impact on the environment, but research shows this isn’t the case.
In fact, the average website produces 4.61 grams of CO2 for every page view. For websites that have an average of 10,000 page views per month, we’re talking approx. 553 kilograms of CO2 each year. For high-traffic websites and businesses with multiple domains, that figure represents just a fraction of the actual emissions you’re putting out.
That’s right. Your website has its own carbon footprint.
The internet consumes a lot of electricity: 240-340 TWh per year according to the IEA. In fact, if the internet was a country, it would be the world’s 4th largest polluter – ranking higher than the United Kingdom.
With businesses around the world committed to reducing their emissions and helping to fight climate change, it’s important we all take responsibility for our digital footprint, too.
By investing in more sustainable web design, we’ll also benefit from faster load times, a more enjoyable user experience, and a better chance of ranking higher in Google search results. Basically, everyone wins.
Sustainable web design is an approach to designing digital products and services that focuses on environmental impact first and foremost. It respects the principles of the Sustainable Web Manifesto, which calls for the internet to be clean, efficient, open, honest, regenerative, and resilient.
To help you navigate the world of sustainable web design, we’ve put together a few top tips. For more comprehensive guidelines, download your FREE checklist.
No, i’m not talking about harnessing the force. JEDI stands for justice, equity, diversity, and inclusion. Remember, not everyone’s surfing the web with perfect vision, the latest tech and lightning-fast connections. Justin Reyna put it perfectly when he said: “Not creating accessible products is just rude”. So let’s make the digital world enjoyable for all, not just a privileged few.
By striving to meet the highest possible accessibility standards, you can enhance code quality, which in turn boosts energy efficiency and elevates your SEO rankings –it’s a no-brainer.
Did you know that 90.6% of web pages get zero traffic from Google? That’s why it’s best to prioritise page quality over quantity. Simplifying the user experience doesn’t only serve to help people find what they’re looking for. It’s also more energy-efficient, because it reduces the number of wasted clicks needed to navigate your website.
Lightweight pages load faster and consume less energy. Saving your assets in optimal formats and sizes, using video content efficiently, and embracing dark mode can all help.
Last, but not least, switch to a hosting provider powered by 100% renewable energy, e.g. Krystal. Unsure about your current hosting? The Green Web Foundation’s checker can help.
How do you calculate your website’s carbon impact?
Whilst it’s relatively straightforward to track the environmental impact for most major industries (e.g. miles per gallon for cars or energy per square meter for homes), it’s not as simple to measure the amount of CO2 produced while browsing the internet. Fortunately, the team at Sustainable Web Design have created a comprehensive methodology for estimating emissions.
If you have any questions about your website’s sustainability, you can request a free website audit here and we will send you a breakdown of different areas that you could improve. Or feel free to contact us at [email protected], for a no obligation chat.
We initially developed our own Abandoned Cart module back in 2019 after researching and testing various that were available. From our tests the modules lacked certain features or didn’t work how our clients would want the module to, and also how we expect the module to work.
The first version of the website was developed and installed on a number of our clients websites, generating them additional revenue that would have been lost without the module.
As the OpenCart platform has progressed and new versions launched we finally switched to using the latest most stable version of 3.0 in 2022 for our ecommerce web design projects, with the new version also included a new code structure which meant our bespoke abandoned cart module would no longer work with any new website that we built.
So, as we continue to upgrade existing ecommerce web design clients and provide ecommerce websites to new web design clients we set about upgrading our abandoned cart module to work with the newer version of OpenCart. The upgraded version was a good opportunity to simplify, streamline and improve the module to benefit our own clients and a wider audience.
Continue reading this article at https://www.eckhomedia.co.uk/our-abandoned-cart-module-upgraded-for-opencart-version-3/
Rhombus is excited to draw inspiration from the city to continue Bristol Beer Factory’s incredible design work across cans, kegs, casks, merchandise, and more. The partnership will encompass the core beers and the brewery’s special releases, pouring a fresh touch into every new brew.
Rhombus Studio, a proudly independent design agency from Bristol, crafts identities, and websites for progressive businesses, change-making charities and forward-thinking people. Their commitment to creativity and community aligns with Bristol Beer Factory’s vision, a brewery that lives, breathes and brews Bristol.
This collaboration is more than design; it’s about values and a shared commitment to the local community. BBF has always looked for ways to give back – recently, the brewery launched Brewed to Give – contributing 2% of their total brewery sales to activities that uplift people and places across Bristol.
Brewed to Give supports a range of vital community services across the city, from primary school play equipment, subsidised sporting activities for young people from deprived areas, cooking classes for asylum seekers and refugees, and mental health therapies for men to care and support for people with terminal illnesses.
Bristol Beer Factory and Rhombus Studio are raising a toast to community, creativity, and collaboration – cheers to giving back!
To find out more about the causes BBF champion, visit Bristol Beer Factory’s website.
South West-based brand and communications specialist AgencyUK has announced record growth as evolutions in the company’s culture continue to drive unprecedented levels of performance, despite an economically turbulent period for many.
AgencyUK (AUK) achieved record numbers in their 2023 financial results, following two years of cultural alignment and investment in their new Senior Management Team led by founding members Sammy Mansourpour and Amy Stobie. The business has delivered 220% annual growth in revenue for each financial period since January 2020, putting them on track to becoming one of the UK’s largest independently owned agencies.
“Celebrating 16 years is a seminal moment for the whole agency. It really feels like a transition into adulthood. As an established agency business with a team rich in experience, it is in no small part down to our team embracing creativity and new technology. AI and data analytics have made a meaningful difference to our work, by fuelling our creativity and building in new features around advertising campaign performance. This has been instrumental for our clients, particularly those in the B2B space, where we have a particular foothold in the healthcare sector. And we’ve seen the agency grow exponentially because of it,” says Sammy Mansourpour, Managing Director.
In 2021, the Senior Management Team focused on expanding the agency’s client portfolio in the health, life science and pharmaceutical sectors, leading to a record signing of three top-tier new drug development organisations, as well as launching Our Future Health, a nationwide health research programme in partnership with the NHS, which now has over 1.2 million participants across the UK.
The agency now boasts a stronger B2B portfolio making up 50% of its revenue. The remaining 50% houses well-known food, drink, health and wellbeing brands, including beloved sweet brand Chewits, currently enjoying a renaissance since our amplified brand campaigns and award-winning work across social media.
In response, the agency has expanded its in-house teams by growing its creative department and assembling a new senior management team, recruited from its in-house fast track careers programme. Overall staff numbers have increased by 50% with a further 30% expected to be in place by January 2025.
“We are of course delighted with the performance of the business over the past five years, and we have no doubt that our long-term investment in developing the agency’s culture and staff careers plays a significant part in our success on the bottom line. We welcome turning 16 with open arms,” says Amy Stobie, Director.
The AUK leadership team has embarked on a comprehensive programme of cultural development, sustainability and community outreach. Framed around people, planet and community, these initiatives also form the bedrock of the agency’s commitment to being a certified B Corp since their accreditation in 2021, as well as an award-winning staff development and well-being programme.
The concept is a fusion of ancient tea-drinking culture and a contemporary treatment, as well as melding East and West, taking inspiration from China, Japan and specially Taiwan, as well as from British tea and coffee houses. This fusion reflects the background of the brand’s owners, one-time students-turned-entrepreneurs, who first met at Bristol University, before plotting their new venture.
The brand name, Oricha, is a fusion too, bringing together the words ‘Oriental’ and ‘Original’, with the word ‘cha’, Chinese for ‘tea’, a word first introduced to the English language as far back as the 1590s via the Portuguese, who traded in Macao and picked up the Cantonese pronunciation. When Phoenix Wharf came on board, Oricha’s brand identity was already in hand, having been created by a Taiwanese branding agency.
The Oricha logo features a tea leaf integrated into the letter ‘R’, whilst the brand icon is a T Rex dinosaur, a fun take on the Chinese dragon, hinting at the meeting of old traditions and a contemporary sensibility. The T Rex bears a large, traditional tea bowl on its back, representing the Eastern tradition of offering hospitality, and is decorated in a bespoke pattern inspired by stems and leaves. The Oricha crest above it represents the seal of quality and encompasses the Chinese character for ‘tea’ in a circle. The brand strapline – ‘Oriental and Original, since antiquity’ surrounds this family of icons. The identity’s colourway of rich blue, white, gold and grey also formed part of the brief for the new environment.
‘The site itself was a double retail unit and former jewellery store’ Chris Gwyther, Creative Director of Phoenix Wharf, explained. ‘We were briefed to work with the new branding and the idea of an Asian-Western fusion, referencing the eclectic cafes of the 30s/40s Shanghai Bund era and incorporating elements of traditional Chinese design, such as the use of tiles and timber battens. British coffee and tea houses were a further part of the mix, alongside more modern elements such as a concrete floor and contemporary lighting.’
The 55.9 sq m space is made up of 16.9 sq m front of house and 18.6 sq m behind the counter. The deep counter is sited almost halfway back, so that customers don’t have to queue in the street when the weather is inclement. The counter front is clad in timber-effect laminate, set over custom-made steel units, and featuring brass detailing with a tiled lower section, using a porcelain tile that replicates the pattern used for the identity.
A row of three digital menu screens sits above the counter. The back wall of the space features is a manuscript scroll – another nod to authenticity and ancient traditions – featuring a fun illustration of a dinosaur chasing a bubble. A large, gold Oricha crest features on the back-of-house door, which is painted blue.
Flooring throughout is large concrete tiles. The left-side wall of the interior features the Oricha branding at large scale, including a fret-cut T Rex, backed by tiles featuring the Oricha crest in pale gold, with the wall framed in pale timber. The right-side wall features promotional posters set against white, with a grey-painted lower wall section, as well as a floor-to-ceiling joinery unit. This displays set dressing ephemera, such as the brand’s unique teapot-shaped carry-out holders, alongside traditional glass jars of tea to underline the promise of high-quality ingredients.
‘Our clients are tea leaf experts and very particular about the sourcing of their tea product’, Chris Gwyther explained, ‘using only high-quality, Taiwanese, rice-roasted oolong tea.’
Just inside the store’s front window are two high tables with velvet-upholstered bar stools on a brass-coloured base. Two pendant lights over the tables are the Chubes ceiling pendant from Lights and Lamps, whilst wall lights throughout are the Brass drop curve wall light from houseof. The inner shopfront area is painted royal blue to match the brand blue, whilst the external shopfront is in dark stained wood with three panels of the brand pattern above the glazing, reversed here as white out of blue. The Oricha name in gold on the fascia is backed by deliberately-faded timber panels to suggest age and authenticity, with a protruding ‘bus stop’ sign also featuring the full brand dinosaur-and-tea icon. The brand icon appears once more in larger scale on the glazing as a manifestation.
‘Oricha immediately stands out from its more brightly-coloured competitors with its subtle and under-stated references to the traditional and the modern’, Chris Gwyther commented. ‘We’re sure it will trade well and look forward to working with its owners on future iterations in different British cities!’
‘It was great to work with the Phoenix Wharf team – they are very efficient and professional’ Jaspar Lo of Oricha said, adding that ‘Many customers told us that they like our shop’s design, which should be a great thank you to the team. We wish them all the best!
You need to load content from reCAPTCHA to submit the form. Please note that doing so will share data with third-party providers.
More Information