Battle of the brands

3 minute read

In the ever-changing business world, branding has never been more significant than it will be in 2024. Brands are not just labels. They are powerful entities that convey a unique identity and build a connection with consumers. However, recent legal battles have highlighted the complexities and challenges brands face in maintaining their distinctiveness.

As consumers become increasingly discerning, strong, recognisable brands are paramount. A brand is more than just a logo or a product. It represents a promise and a set of values that sets it apart from the competition. Brands influence consumer choices, foster loyalty and shape cultural narratives.

Superdry vs Manchester City: A battle of logos and identities

One of the most intriguing recent legal battles involves Superdry, the popular clothing brand based in Cheltenham, and Manchester City, one of the Premier League’s most prestigious football clubs. Superdry alleges that Manchester City’s new merchandise line bears a striking resemblance to its own iconic logo and design elements.

This case highlights the challenges brands face in protecting their intellectual property and maintaining a distinct visual identity in a world saturated with logos and symbols.

Superdry argues that Manchester City’s use of similar design elements could create confusion among consumers, potentially diluting the unique brand image that Superdry has worked hard to cultivate since 2003. The case underscores the importance of vigilance in protecting intellectual property rights and the potential financial implications for brands found guilty of infringement.

Chanel and WGACA: The clash over vintage luxury

On another front, the luxury fashion powerhouse, Chanel finds itself in a legal dispute with What Goes Around Comes Around (WGACA), a high-end vintage reseller. Chanel alleges that WGACA’s sale of pre-owned and vintage Chanel items without proper authorisation infringes upon its trademark rights and tarnishes the brand’s prestigious image.

This case raised valid questions about the growing market for second-hand luxury goods and the challenges brands face in controlling the narrative around their products, even after they are sold. Gucci and Burberry have embraced the second-hand luxury market, stating it opens the opportunity to grow a wider market. The outcome of this legal battle could set a precedent for how luxury brands approach the resale market and protect their image from potential dilution.

Investing in a strong brand is not just about creating a visual identity, it’s about shaping perceptions, fostering trust and leaving a lasting impression. Brands want to retain their distinctiveness to stand out in a very crowded market. They also want to establish consumer recognition and build loyalty that sets them apart from the crowd.

A distinctive brand enhances memorability and contributes to long term success and overall brand longevity. Chanel is still as popular in 2024 as it was over 100 years ago, this wouldn’t have been possible without protecting their core identity.

The role of social media in branding and legal disputes

In recent years, social media has also played an essential role in shaping brand perceptions and, ironically, in exacerbating ongoing legal conflicts. The rapid dissemination of information and options can magnify the impact of disputes, making it crucial for brands to manage their online presence and address issues swiftly to mitigate potential damage.

At Resolution, we understand the pivotal role branding plays in defining your business and connecting with your audience.

Let us help you craft a brand that stands out and ensures your success in a competitive digital landscape.

let's get the ball rolling

Get in touch

19.12.23

Can you be credible using an email without a business domain?

by Richard

2 minute read

If you have a small business you may be using, or have used, a modified personal email as your business email. For example, the business ‘Top taps’ may use [email protected] or [email protected]. Businesses that do this are almost always businesses without a website, a website being the primary reason for having a domain name.

Buying a domain name for just your email

Not having a business email will not doom your business to failure, but it’s not a positive signal to your customers. To be credible your business needs a suitable domain name and at least one professional email. The good news is that obtaining a domain name and business email is simple and inexpensive. As part of our hosting here at Resolution, we can provide a domain name and professional emails as part of our managed service for as little as £44 a year. If you’re happy to manage the process yourself you can go to a domain and hosting company and they will give you the ability to purchase both for potentially a little less.

Do you need a website too?

The vast majority of businesses have websites these days, but some small businesses still don’t, limiting their online activity to social media like Facebook and business directories. This is quite common in the building trade, where sites like checkatrade.com, trustatrader.com, mybuilder.com and myjobquote.co.uk are very influential and can provide regular enquiries.

If you don’t have a website and you’re wondering if you should, consider what a potential client may think if they can’t find a website for you, but they can for the competitor they were also thinking of using. Again, credibility is key.

If you’re looking for an inexpensive starter website several companies specialise in self-build solutions, for example; Wix, Ionos, Go Daddy, and Squarespace. If your time is precious and you’d like professional help, including bespoke design and build, then we’d love to hear from you.

let's get the ball rolling

Get in touch

13.12.23

The importance of Cyber Essentials Certification

by Matt

2 minute read

For Resolution Design, we felt obtaining Cyber Essentials Certification was an important step in minimising modern threats. The Certification offers a mechanism to proactively guard against malicious cyber attacks and highlights many areas of potential risk.

Cyber Essentials is a government-backed scheme that will help you protect your organisation against a range of the most common cyber attacks. Being more cyber-aware is important to businesses of all shapes and sizes to keep their security level up-to-date from rising cyber threats.

There are 2 levels; Cyber Essentials certification is the starting point to cyber readiness, and the next level is Cyber Essentials Plus – which requires hands-on technical verification to be carried out.

So, what’s involved? We started by completing the Cyber Essentials readiness toolkit. This allows you to complete the questions for the certification and provides you with a personalised action plan based on your responses. This was very useful to highlight any procedures or tasks that needed to be implemented before committing to proceed with the application and ensure you have everything in place to meet the requirements.

For Resolution, having obtained the Certification, we can now demonstrate our commitment to cyber security and reduce the risks of a data breach, ensuring we have all the measures in place to protect our devices, systems and the data that we use. It also indicates how we take a proactive stance against cyber threats, helps build on the trust we have with our existing clients, as well as demonstrates our commitment to cyber security for potential new clients.

Have you gone through a similar process, or maybe this has given you ‘food for thought’ about applying Cyber Essentials to your business? You can find out more about the certification on The Government National Cyber Security Centre website at https://www.ncsc.gov.uk/cyberessentials/overview

let's get the ball rolling

Get in touch

11.11.23

How to deal with negative feedback on social media

by Emma Heart

3 minute read

You will have seen the controversy from M&S last week when the retailer posted a sneak peek of its Christmas advert online. Following the crisis, we were asked by a client who has a small business, how to deal with negative feedback on social media channels overall.

We gave it some thought, and in a time where consumers are inundated with marketing requests for feedback through emails, surveys or social media, brands are opening themselves up to constructive criticism more than ever.

Facing the music

Having someone say something harsh about your business or service, however, can be a bitter pill to swallow. No one wants to read or hear about a customer’s bad experience, and it’s even worse if that experience is online for the whole world to see.

The good news is that it can be salvaged, and it’s all about how you react and act to that feedback. Believe it or not, but a bad review can be turned on its head and allow you to learn from your mistakes and improve your customer service.

Read on to find out what to do when you receive a bad review and why having a plan for when things go wrong is vital for your business.

Silence is not golden

When a bad review or complaint comes through, it may be tempting to do nothing, delete or ignore it, hoping it will go away. This is not a good idea. We suggest responding promptly and encouraging the customer to take the situation offline to resolve.

Acknowledge the feedback is received and that it has been passed on to the relevant team member to provide a solution. You need to confidently give certainty in your communication even if you do not have the right outcome at this stage. Not hiding away suggests you understand your customer and will respond appropriately.

Perfect the process

You know the saying fail to plan, then plan to fail, and this rings true during a crisis – yes bad customer feedback can be labelled a crisis, especially if you are a small business. Therefore, always having a process to follow when a crisis happens can help minimise potential damage to your reputation.

What this process would look like will depend on the nature of your business and industry, but here are the fundamental elements you should include.

Identify a key spokesperson – this should be a senior stakeholder, possibly the founder, CEO or equivalent. There needs to be reassurance that the matter is taken seriously, and if you provide an authoritative leader, this will assure the customer that they are important. This human connection also amplifies your brand and shows you care.

Update all stakeholders and employees – ensure that staff can access the information they need. If the review or complaint captures the attention of the public or press then it may lead to further enquiries. Make sure that there are clear contact details of who is dealing with the process internally. This would usually be your marketing department if you have one.

Be clear, concise and conscious – keep the messaging focused and address the topic face on. It’s always worth noting that social media posts can be sharable and go viral in just a few clicks. You don’t want the added stress of being known as an example of how not to do something.

Case closed

When a customer took to social media to complain about their sandwich from National Trust, the charity and membership organisation responded immediately offering a complimentary cream tea on their next visit.

We are not saying to throw in a freebie to everyone who complains, but replacing it with a like-for-like product and resolving the situation quickly, efficiently and kindly avoids ongoing battles.

If you want to talk more about your crisis management plan or a social media strategy, drop us a line today on how we can help.

let's get the ball rolling

get in touch

10.10.23

How do your customers feel about your brand?

by Richard

2 minute read

Alliance of Independent Agencies Conference

A couple of weeks ago I took a train to London at a very unsocial hour to attend a conference for independent design & marketing agencies in Soho. A mass of senior agency folks listening to marketing leaders and sharing experiences. It was fun and insightful.

One of the themes that came through in the presentations and discussions was the importance of nurturing your brand. The phrase “Your brand is how people feel about you when you’re not in the room,” was used. It’s not a new line, but it is a great way to explain what we mean by brand. The context was larger corporates, but there are important takeouts for all businesses, including micro and SME firms.

Protecting your brand

As you can imagine, we’re regularly asked about the specifics of marketing, but as a business owner, it’s critical to remember to protect and develop your brand and to do that you need to consider all customer touchpoints. That may sound a bit daunting but think of it this way, imagine your business is a single person, you want that person to have consistent values and personality no matter what they are dealing with. No sudden shift in personality between interactions with sales and those with finance for example. Always friendly, positive, and helpful.

Reminds me of a bad joke, which I’ll share anyway. Man asks the devil what hell is like, devil says it’s all sex and parties. Man says great, I’ll have some of that and goes to hell. On arrival he sees it’s not all sex and parties, it’s pain and torment. “Hang on”, he says to the devil, “I wasn’t expecting this”, ”Ah no”, says the devil, “but you were a prospect then, now you’re a customer”.

The fact is that ensuring people think of your business positively takes work over the long term and one slip-up at any stage can undo all your efforts. I’m delighted to say that the overwhelming majority of businesses that we advise offer a great service, but whether the brand experience is communicated effectively is a more mixed picture.

So if you’re unsure what marketers mean by brand just think about what customers feel about your business in their own time. Naturally, you want your customers to feel extremely positive, so protect your brand by doing all you can to ensure an excellent experience across all touchpoints.

let's get the ball rolling

Get in touch

20.09.23

Choosing the right marketing agency

by Emma Heart

3 minute read

banner for choosing the right marketing agency

If you were looking to move home, you would draw up a list of essential components that the new house would need. You wouldn’t view a two-bedroom city apartment if you had a family of four and a dog, and the same requirements are needed when you are shopping around for a new marketing agency.

We’ve put together a short guide on what to consider if you are looking for an agency.

When should you use an agency?

The short answer is when you need help with some aspect of your marketing that you don’t have the time or skills to complete. It could be something simple, like a leaflet design, or something more elaborate like the rebranding of your company website.

Create a strategy

The first step is to establish a strategy that gives you an understanding of the marketing channels and actions you’d like to take. Failing to create a strategy is risky. You may be steered into an activity or campaign that your chosen agency feels most comfortable with, rather than the activities that will be most effective for you.

Within this strategy be clear on who your customers are, your business’s key messages and overall goals. Once you have an agency on board you can save time, by having these questions already answered, and your agency can focus on its primary task: providing outstanding marketing services.

Review past work

Take a look at the work that the agency showcases. Do you like it? Do you think it works? Also, is the team working with businesses like yours in the relevant sector? For example, if they are presenting work that they did for a technology company, and you are a food and drink brand, then it may not be the right fit for you.

Invest time exploring the agency’s website and social media platforms to get a feel of who they work with, and if the results are what you want to achieve.

Be clear with your budget

Confirming from the get-go how much you have to spend will keep the brief and work on target. It will also rule out any larger agencies who would charge more, and this saves all parties a great deal of time and effort in the long run. Also, ask about hidden costs. Administration charges, subscriptions and expenses could all eat into your budget if there hasn’t been complete transparency at the start of the contract.

Make sure you like the team

Ensuring your agency has all the capabilities you need is crucial, but you have to work with them, so the chemistry needs to be good. Do you like the team and the ethos of the agency? Is there a cultural fit between the agency and your business? Do they understand your approach and have enthusiasm?

Sourcing and working with a marketing agency can take enormous research, but if done correctly, the benefits outweigh the drawbacks and will put you on the path to creative success.

Good luck with your search, and if you’d like to know if Resolution Design could be the agency for you please drop us a line.

let's get the ball rolling

Get in touch

23.02.23

How can we differentiate personal & professional social media?

by Emma Heart

3 minute read

We get asked this question by clients from time to time, and as more social media products are introduced to the market – Tik Tok, Quest, PearPop – it has become virtually impossible to separate the personal and the professional. Accounts intertwine daily and the lines are blurred more than ever, which may leave you confused about how you manage your social media activity.

For many of us we started out creating social media profiles from a personal level, only to then realise at a later stage that they could be repurposed for our professional and business needs. Whilst the channels of LinkedIn gave us a platform to showcase our specialisms and advertise ourselves, we soon latched on to the idea that it was a networking tool to communicate with clients and demonstrate our experience within our chosen sectors.

But not everyone ‘followed’ so to speak and it’s important to flag that it’s common to take a step back, unfollow and delete your digital profiles, rather than run the risk of looking unprofessional. However, it’s also essential that embracing social media professionally is a cost effective way to reach a wider audience and build a credible network.

Have you shied away from using social media for your business? Here are some helpful tips on how to begin engaging with your online community and strengthening your digital presence.

Less is more

There is no need to jump straight into the deep end and start posting huge amounts of content on a weekly basis. Observe from the sidelines at first by following, liking, commenting and sharing articles that you have found particularly insightful or relevant to your customer. It’s always a good idea to use trending and popular hashtags in comment boxes to highlight your expertise and interests.

Remember, you don’t need to put everything on social media. Opting for content which will excite and interest people is enough.

Do your homework

Which social media platforms are your customers and targeted audiences using? Once you have established if they are scrolling through Twitter or uploading videos to TikTok, you can create an account and start building your profile.

Understanding how each social media platform operates and what its purpose is, is fundamental to achieving your overall business goals.

Be mindful with messaging

Whilst it’s important to allow your personality to shine through and stand out from competitors, be cautious that you are representing your business and the reputation of your brand.

Think about how you would want to come across offline and work this into your digital persona. What do you want your customers to take away once they have viewed your profile? It should be nothing but a positive experience, so avoid topics like religion, politics and anything too argumentative. They are just too risky.

Leaving your comfort zone

The benefits of being on social media professionally always outweigh the risks. Keeping up with the latest trends and news within your industry, reaching and developing relationships that aren’t specific on geography, and possibly the most important, it’s a cost effective way of getting your message ‘out there.’

Also, don’t forget as an experienced business owner who is an expert in their field, your advice and opinions are most likely welcomed by your online community that will after time flourish and become an invaluable marketing asset.

Would you like to speak to us about igniting your social media strategy? Contact us today on how we can help.

let's get the ball rolling

Get in touch

12.01.23

What's the most effective way to promote your business?

by Richard

3 minute read

Whether starting up or established, finding the most effective way to promote your business can be a headache. You have three important questions to answer; how much to spend? what activities to undertake? how to deliver them?

We help many businesses to plan, deliver and monitor the success of their marketing, so here are a few tips to point you in the right direction.

Allocating a budget

As a general rule, companies should spend between 2% and 15% of their sales revenue on marketing. The amount you decide to spend will depend on several factors including; your business type, how established you are, your ambition, and your profitability. B2B organisations tend to spend less (2-5%) than B2C (5-15%) as there is generally less complexity and reach in B2C marketing, but here are a couple of examples.

A B2B company with an established track record, recognised products and services, moderate profitability, and modest growth ambitions has decided on a budget of 3% of its revenue. This budget will help them maintain their profile and help defend them to some extent against their competitors.

A B2C company in the early stages of growth, with a new product, high potential profitability, and ambitious growth targets, has decided on a budget of 15% of its revenue to fuel its expansion.

Doing the right thing

The complexity of modern marketing makes it difficult to know what activities will give you the best returns. To make best use of your budgets you need a good marketing plan, that clarifies your objectives, strategy, actions, and measures of success.

There are no easy answers here, but having a good understanding of your target audience is critical and having this will help you to understand the channels you should use and what you should be saying. Most of the plans we create have a strong focus on digital marketing, we regularly find the following channels very effective:

Google Ads
SEO activity and blog writing
Email marketing
Social media
Other paid advertising

Special delivery

Even the best, well-funded plans will fail if the marketing is poor. Ensuring high-quality creative and technical delivery is vital, but making this happen is not simple. The two main options open to businesses are to create and manage their marketing in-house, or to seek the help of a specialist agency, or agencies, to help deliver some or all of the activities.

Many smaller businesses go down the route of hiring a marketing person expecting that they will take care of most of their requirements. This approach is not realistic. Even for relatively modest plans, the range of skills and knowledge required make this an impossible task for one person to deliver.

A much better approach if you are a smaller business is to appoint a marketing manager, or allocate marketing responsibility to someone in the team, who can work with a specialist agency that will coordinate, deliver and report back on your marketing activities quickly and effectively. This will ensure high-quality, consistent delivery of your marketing.

We hope you find this blog helpful. If you’d like to chat about the most effective ways to promote your business please get in touch.

let's get the ball rolling

Get in touch

15.11.22

Is AI poised to change the way we write?

by Richard

3 minute read

One of the areas where the use of AI is gaining traction is content writing. Creating blogs and articles to engage your readers is a time-consuming business and any shortcuts to good content creation are potentially very useful.

To test this new technology, we thought; why don’t we get AI to write a blog about AI content writing? So we found a free AI content writer software called Anyword, told it a little about what we wanted, and the following article appeared, which required just a few edits and a couple of images from us. It does use the phrase “AI content writing” way too much, but it’s pretty impressive. AI is here and more AI is coming, get ready….

An intro to AI content writing

As technology continues to evolve and advance, we are now able to automate various tasks that used to take up our time. Content writing has been dominated by humans up until now. But, that could be about to change with the introduction of artificial intelligence (AI) content writing. AI content writing is a natural language processing technology that can actually write content for you.

ai trends over the past 5 years

What searches show is that ‘AI’ has increased in popularity in the last year. Most of us have an idea, concept, or notion of what AI is. However, many of us aren’t exactly sure what AI can be used for.

How AI works content writing works

AI content writing is a way for us as bloggers and marketers to have our writing professionally edited. AI content writing works by analysing given prompts which it uses to create new content. The AI-based machine learning algorithms used in this process are trained on the most commonly used words and phrases in your industry.

The advantages of AI content writing

The advantages of AI content writing are numerous. AI content writing is a much faster process, with a typical human writer taking up to an hour per post. The software can consistently produce the same quality in just minutes. AI has instant access to an infinite amount of material and data. This can result in more intelligent, and engaging blog posts than what would be produced by a human writer.

The disadvantages AI content writing

There are a few disadvantages to using AI content writing services. Some argue that the quality of the content will be subpar because AI lacks creativity. Similar to the lack of creativity, AI can’t convey the emotion & tone needed for the context of the content in a blog post. AI lacks the ability to monitor the accuracy of content in a way that humans can – it requires a human to check the written content.

So, is AI the future of content writing?

Simply put, AI content writing is not the future of content writing. AI content writing is a tool that can be used to make the process of creating content easier for people who are not skilled writers.

ai related searches

Trends on Google indicate that the general public isn’t using AI for content writing etc. The majority of people are using AI for casual activities like searching for AI gaming or the latest tech. We can assume that, for now, and in the future, we as content writers are safe and as content, copy and blog writers, we can embrace AI as a tool for our own work.

let's get the ball rolling

Get in touch