What is packaging design and why does it matter?

Packaging plays more than just a functional to protect a product. Packaging design is a powerful marketing tool and enables customers to distinguish your brand from other brands. It’s the first thing that a customer will see when interacting with the product. Well-designed packaging can improve sales and raise brand awareness. This is particularly the case when customers who are impressed by the packaging design post pictures on their social media.

With the rise of ecommerce, packaging design becomes even more important because customers lose the opportunity to walk through a store and experience a curated brand ambience. So packaging designers and business owners have to compensate for this to the greatest extent possible and deliver a brand experience right to the customer’s doors.

Here are some packaging trends for 2021, some of which you will certainly recognise.

1. Sustainability

2. Vintage

3. Minimalism

4. Flat illustrations

5. Transparent

6. Tech

7. Storytelling

1. Sustainability

The role that businesses play in combatting the climate crisis has become increasingly important. One way to reflect this commitment is through packaging. Brands are creating recyclable, biodegradable and reusable packaging. For example, Knorr’s packaging by Unilever can be recycled by removing the cardboard sleeve and recycling the plastic and paper components separately. The packaging can also be reused since it is resealable.

Click here to find out more about why more companies are prioritising sustainable packaging as part of their marketing strategy.

https://www.billerudkorsnas.com/managed-packaging/knowledge-center/articles/why-sustainable-packaging

2. Vintage packaging

Packaging that resembles products from the past aren’t going anywhere this year. Everything from the materials used, to the colours and manuscript lettering are designed to give an authentic vintage experience. Retro packaging evokes a sense of nostalgia and longevity. It implies that the brand has been around for a long time and develops a sense of trust. Evoking a sense of familiarity is important during times when people seek reassurance.

3. Minimalism

Now more than ever, customers want brands that are trustworthy and honest. This is this idea is communicated in packaging design through simple patterns and natural colour palettes.

4. Flat illustrations

Linked to minimalism is the flat graphic style. This style become popular around 7 years ago and continues to be the go-to style for many brands, from multinationals to start-ups.   The style is characterised by simplified shapes and forms and easy-to-read writing which emphasises usability. The crisp, clean lines give a sense of honesty as well as a modern feel.

5. Packaging with a transparent window

Customers are tired of false and misleading advertisements. The incorporation of a revealing window into the packaging gives customers a sense of the size and texture of the product. It gives them confidence to purchase and reduces the risk for the customer.

6. Tech packaging

Incorporating tech elements into your packaging such as QR codes or games is a way to get customers to interact with your brand and the other products you have on offer. Techniques such as 3D printing and using fibre-based materials are becoming more common.

7. Story telling

Packaging can tell a story, and that’s exactly what many brands are trying to do at the moment. Images can be used to convey the brand story and connect the customer with the product. The interaction between the customer and the story makes the product experience more memorable and gives the customer an experience beyond the benefits of the product alone.

Summing up…

Overall, there appear to be efforts to show customers that brands are trustworthy and open.

When applied appropriately, these trends grant the opportunity to create a unique customer touch point. Done well, the unboxing experience can create a memorable moment for customers and increase affinity with the brand.

Have you been able to spot any of these trends on the packaging of some of your favourite products?

Why not take a look at our work and see if we have incorporated some of these trends into our client branding?

https://www.clearbrand.co.uk/our-works/

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Article written by ClearBrand, January 2021. 
To get in contact about working with ClearBrand on a packaging project,
please call +44 (0)118 959 9284 or email info@clearbrand.co.uk.

The post Packaging design trends appeared first on ClearBrand.

Why is Healthcare branding so important? Branding is a marketing practice used to make a company easily identifiable to consumers. Not only is branding important for making your business memorable to a customer, it also tells them what they can expect from you!

Here are 5 starting points for Healthcare Branding:

Brand Identity

What is brand identity? Brand identity is the visual element of your brand that allows your customer to instantly recognise your business.

Visual elements might include:

✓ Email signatures

✓ Letterheads

✓ Logo

✓ Product Packaging

✓ Signage

✓ Website

Why is Brand Identity so important? Your brand identity communicates your company’s personality to both current and potential customers and is intended as a promise to the customer as a relationship is forged.

It is important to be consistent with your identity through your brand to create a strong brand identity whilst building brand awareness and loyalty.

Content

What is the content? Content is the creation and distribution of value, relevant and consistent content, that attracts and retains customer attention.

Content can be created in many forms, including:

✓ Videos

✓ Patients’ Stories

✓ Tips in the form of a blog

✓ Infographics

✓ Webpages

✓ Podcasts

✓ Q&A

Why is content so important? Producing relevant, engaging, educational content is key to reassure your customers that you are a leader in the healthcare industry. It also boosts your search engine ranking, making your site a trustworthy source of information.

Brand Positioning

What is brand positioning? Brand positioning is the action of positioning your healthcare brand in front of your target customer’s mind. This is probably the most fundamental aspects of healthcare branding.

How to create a strong brand positioning strategy:

✓ Identify your current brand positioning

✓ Determine your competitors

✓ Research how your competitors have positioned their brand

✓ Identify your unique selling point (USP)

✓ Develop your positioning statement

✓ Test your brand positioning statement

Why is brand positioning so important? No matter if you haven’t created a brand position, your brand will be perceived by customers in a certain way. Taking control and redefining your brand position provides you with an opportunity to differentiate your brand compared to your competitors.

Digital Marketing

What is Digital Marketing? Digital marketing uses the internet, mobile device, social media, search engines and other digital channels to reach out to potential customers.

Digital marketing methods are made up of:

✓ Content Marketing

✓ Social Media

✓ Search Engine Optimization (SEO)

✓ Email Marketing

✓ Inbound Marketing

✓ Pay Per Click (PPC)

✓ Affiliate Marketing

Why is Digital marketing so important? Over the last week, there have been 8012 thousand (Google Trends) searches for ‘Healthcare’ in the UK. This makes digital marketing a valuable way for healthcare brands to engage with their customers and reach a larger audience.

Digital Marketing offers the ability to engage with customers in real-time. It also offers the ability to track current digital marketing efforts and adjust them according to results.

Healthcare customer experience

What is a healthcare customer experience? Healthcare customer experience is any and all touchpoints that a customer is in contact with your brand, before, during and after service/purchase.

Touchpoints encompass:

✓ Website

✓ Personalised emails and text messages

✓ Mobile app experience

✓ Online chats

✓ Social Media

✓ Any form of communications

Why is healthcare customer experience so important? The ultimate judge of your brands’ success is aligned with your customers’ experience. This means your brand experience needs to be consistent across all touchpoints.

Customers are the top priority when it comes to healthcare, there is nothing more important than a happy patient that trusts you and your brand. Customers relate and trust people over services/products. Having a humanized brand that offers personalised experience encourages trust and builds a relationship.

I hope this article has given you a start to Healthcare branding. ClearBrand have worked with multiple healthcare companies in Berkshire, allowing us to thrive as a marketing and healthcare design agency specialist. To see some healthcare brand examples and to get in touch visit us Here.

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Article written by ClearBrand, January 2021. 
To get in contact about working with ClearBrand on a healthcare project,
please call +44 (0)118 959 9284 or email info@clearbrand.co.uk.

The post Healthcare Branding: Make your company stand out appeared first on ClearBrand.

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Non-profit branding is essential in helping build support and to direct focus on the non-profits mission. Also, a brand’s identity can gain more interest as well as commitment from donors and volunteers. A strong brand helps present clear messages, create new opportunities and optimise outreach.

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Brand messages resonate 

Charities can differentiate themselves against others through non-profit branding. They can also find an audience who mutually believe in the cause.  The brand can be used to communicate messages to their audience. These messages generate an emotional response, and create further awareness and outreach. Therefore having a brand behind the messages makes it easier for people to resonate with the brand. In addition, having a recognisable brand helps audiences connect and understand messages. Audiences remember messages that are attached with a brand logo, name, colours and slogan.

Non-profit branding creates solidarity

While internally the brand shows the identity of the organisation, the mission, values and activities. And externally the brand reflects the image in stakeholder’s minds about the organisation. The non-profits brand identity acts as a bridge. This closes the communication gap between the organisation’s goals, donors, volunteers, government and beneficiaries.

Non-profit brands gain opportunities

A brand gives an organisation a reputation, responsibilities and opportunities. These opportunities include being able to connect with people on social media. This helps the brand reach wider audiences all over the world to share their message. In addition, there could the opportunity to have a branding launch or event for a branding campaign. These events help raise awareness and increase support for a non-profit organisation and help their cause. Also, if a brand has a strong, positive reputation, this increases trust as well as donations. 

Brands have consistency

Brands link experience and strategy together. They create experiences for audiences to actively engage with. A brand helps the non-profits to continue to express why they matter and gives meaning. It helps the organisation to remain relevant, gain attention and recognition. Also, by having an understanding of their audience’s motivations, brands can adapt their strategy and messaging. This helps to gain trust and loyalty. As well as, having consistent brand guidelines across communication channels builds trust.

Non-profit branding helps fundraising

Brands use messages, logos, colours and images to create an emotional response. These features can help brands connect on an emotional level with their audiences. Connecting on this level can positively impact on their fundraising efforts and raise more money.

The role of branding is important, especially in the non-profit sector. Branding could be seen as more important for them because they call for people to invest their time and money in a less tangible cause.

Examples of our non-profit branding work:

• Our new charity partner is Launchpad. Launchpad is Reading’s leading homelessness prevention charity, ClearBrand is working on their monthly marketing –  Launchpad
• Hafen Kirche is a church in the heart of Frankfurt. They approached ClearBrand for branding and website design – HafenKirche

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Further Reading on Non-profit branding:

• The Role of Brand in the Non-profit sector 
• 5 key benefits of designing a consistent non-profit brand
• The Role of Brand in the Non-profit sector

Details: 

Article written by ClearBrand, July 2020. 
To get in contact about working with ClearBrand on a project,
please call +44 (0)118 959 9284 or email info@clearbrand.co.uk.

The post What is the role of non-profit branding in the charity sector?  appeared first on ClearBrand.

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There have been numerous trends so far in 2020 in the business and marketing world. Below are the top 5 branding trends that we think are here to stay beyond 2020. So, brands take notes!
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1. Using Immersive Technology

To engage customers, brands have been using artificial intelligence (AI). They have been able to guide their users throughout the buyer journey, by using lives chats at all times. This immersive technology also enhances shopping experiences, navigation around websites and customer service experiences.  It assures customers that the brand is there for them, to answer their questions any time. The live chat feature is convenient, as it connects them directly to an agent, who answers the query in real time. Immersive technology has been described as a competitive advantage for brands, because it increases sales, saves time and creates a sustainable customer base.

2. Having a social conscience

It has become more apparent that brands need to care about the same causes their consumers do. Demonstrating sustainability can increase trust and loyalty. In addition, by having a social conscience the brand and business could use renewable energy and other sustainable resources. Also a strong code of ethics, diversity and equality help a brand be socially conscious.  Consumers want to feel connected on a social and political level with brands that they invest their time and money in.  Brands can show their social conscience through donations, as well as encouraging others to take the steps to support causes.  Furthermore, a social conscience is a way for a brand to show the responsibility they have to their customers and the wider world.

3. Investing in mobile websites

Brands have been investing in mobile websites to increase mobile user interaction. This can be increased through mobile website design, speed, and simplicity of content. The increased usage of screen time on mobile devices highlights that mobile devices are more powerful than desktops, and because consumers can access information anytime, anywhere. Having mobile websites are important because they increase a brands creditability while making them feel modern and relevant. It is valuable to have a website that is compatible with any device, especially as research found that mobile websites are the preferred way for consumers to assess content online.  It is not only consumers who prefer mobile websites, google prioritises mobile friendly websites.

Examples from our portfolio:

• Daily Poppins
• Soho Grey

4. Using influencers

Content creators increase brand awareness on platforms such as Instagram, Facebook, TikTok and YouTube. The use of these websites similarly highlights the importance of mobile sites. These people are paid to promote a brand’s message, as well as the brand’s products or services. They also often have a large following and so influence the buying decisions of a lot of people. Influencers drive organic traffic to a brand’s website, they also improve SEO rankings and generate sales with direct links to the brands website. In addition, their content is creative and acts like user-generated content.  Their view is deemed unbiased, and due to this they establish trust and loyalty on social media. This trust and loyalty is a valuable asset for the brand.

5. Creating educational content

This is valuable content which educates consumers, who are looking to brands for more than just products and services, such as: lifestyle suggestions, how to do, procedures, resources and accountability. Educational content on interesting topics drives brand engagement, because of providing the answers to what consumers want to know. Brands can spend more time creating content and educational resources for consumers while establishing their expertise against competitors. Also educational content builds trust between consumers and brands. While brands seem more reliable, the consumers develop an understanding of how the brands products and services will benefit them.

Those are the top 5 branding trends we have identified for 2020. Unlike some trends throughout the years, these 5 trends could be long lasting and be essential for current and future brands to implement.

Further Reading:

• What is immersive technology?
• Why are mobile friendly websites and content important?
• Mobile website design: What customers want to see on their phones
• Educational content marketing: Why and How you should implement it for your B2B brand
• 6 reasons to use Influencer Marketing
• Top Branding Trends businesses should follow in 2020
• Why brands need a social conscience
• How to use Educational Content to drive Brand Engagement
• 17 Branding Trends for 2020/2021: Latest predictions to watch out for
• 5 Brands Successfully Using Education to Engage

Details: 

Article written by ClearBrand, July 2020. 
To get in contact about working with ClearBrand on a project,
please call +44 (0)118 959 9284 or email info@clearbrand.co.uk.

The post Top 5 Branding Trends 2020 appeared first on ClearBrand.

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Rebranding could enable your business to attract core customers while clarifying your business’ personality, promises and position in the market.  The starting point is knowing when to rebrand. 

Is it time for you to rebrand?

Identifying the signs that it is time to rebrand is the first step to building your brand back up and implementing change for success.

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Signs 

1. Your brand name no longer reflects your brand vision and goals.
If your brand name doesn’t connect with your vision and goals, potential customers could be confused and not understand your brand. Rebranding can change this.

2. You’re failing to differentiate your brand against your competition.
If you subconsciously adopt your competitors characteristics, you are undifferentiated against them. If by trying to compete against them you become too similar to them then it is time to change, in order to stand out and be original.

3. You’ve changed your business model or strategy which no longer connects to your brand name.
By changing your business model or strategy you might be seeking new audiences or changing direction but feel restricted by your brand that no longer compliments the changes you made.

4. It has been 5 years since you last rebranded or made any tweaks to your brand.
Companies tend to rebrand every 5 years, often to match the business plan. This may not be a full rebrand but could be used to make tweaks to reflect and redefine the brand to push it into the next level and stand-out against competitors in local and international markets

5. The business has recently undergone a change.
This could be due to takeovers, new management, a change of ownership. It is helpful to distinguish away from the previous structure and highlight the change in the business through a rebrand.

6. You have outgrown your brand.
If the quality of your branding and the quality of the business no longer match, a rebrand can help align these aspects of your business once again. You want to be able to compete with competitors on a higher level and need your brand to be recognised as higher tier.

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Solutions 

1. Get your customers feedback, what can you improve?
Your customers could highlight key features of your brand that could be improved. Such as, that the customer gets confused between you and another brand, either by logo, colours or other traits.  You can find out what your customers think, feel and expect in regard to your brand.

2. Identify what is going wrong, why are you not connecting with your target audience?
Rebranding involves different areas, which rebranding service will suit you best?

3. Take it back to basics – clarify your vision, strategy, goals and values.
You want your vision, strategy, goals and values to align and for your brand to reflect this.

4.  Always support and promote your brand – show your passion.
If you have lost faith in your brand, then this will filter down to your customers who could disconnect with your brand too. Because showing your passion translates into your brand, you want your brand to be a living presence in the market.

5. Research your brand, customers and competitors.
Understanding these key areas will help make your strategy stronger and make your rebranding more effective. You want to be able to understand and communicate your brand identity.

6. Be consistent and persistent.
You have to put in the time and effort to push your brand to where you want and believe it should be. Once you have rebranded, you want everyone to know and understand it.

In order to better your brand, check out:

• The Value of Rebranding – 5 reasons your business will benefit from a rebrand – here
• The Branding Process – How to rebrand your company in 5 Stages  – here
• The Ultimate Guide to Successfully Rebranding in 2020 – here 

At ClearBrand we often take part in rebranding projects for clients, from start-ups to SMEs to national brands. Get in touch for a free consultation on how our rebranding services can give your business the edge on your competitors.

>How we can help you rebrand

>Get in touch

The post WHEN SHOULD I REBRAND? 6 SIGNS AND SOLUTIONS appeared first on ClearBrand.

It has been a fantastic year for our branding agency, ClearBrand. 

 

Over the year we have helped build up brands for some of the Thames Valley’s key influencers. ClearBrand have helped create new and exciting brands for local businesses that have gone out and been seen across the UK and internationally. We have been recognised for this by being shortlisted for an Award at the Thames Valley Business & Community Awards.

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At the end of last year we redesigned the website and animated logo for innovative central-Reading based award winning Timetrap escape rooms (See their site here www.timetrapescaperooms.com), who have gone on to win the pride of Reading awards alongside the gold award key from the UK’s leading escape room reviewer.

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Image above: Timetrap’s new website

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We then were asked to rebrand local Newbury based market research agency Vanson Bourne (https://www.vansonbourne.com/) who have been running for over 20 years. We’re really proud of the creative solutions and have prepared a case study outlining our process from our discovery stage to final outcomes here: www.clearbrand.co.uk/works/vansonbourne

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Image above: Brand Guidelines for Vanson Bourne.

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Another highlight of the year was our packaging concept design work for Moo Free, who have had their HQ in Reading up until this year. Moo Free (www.moofreechocolates.com) are a world leading, multi-award winning manufacturer of delicious dairy, gluten and soya free chocolate, that’s also vegan friendly. ClearBrand worked across new products, seasonal ranges, concept designs & exhibitions. Our design work for Moo Free products can be seen nationally across ASDA, Holland & Barrett, Morrisons, Sainsbury’s & Waitrose and internationally from resellers. Moo Free have won 9 industry awards last year including awards from the vegan food awards and independent, which can be seen here. We have put together our case study for last year’s work here: https://www.clearbrand.co.uk/works/moo-free.

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Image above: New Luxury chocolate concept range for Moo Free

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As summer came along we were thrilled to be contacted by world & Paralympic Rowing Champion Lauren Rowles, who lives and trains locally in Reading, to work on her new personal logo and website, which launched over the last few months http://laurenrowles.com/. We’re now working with Lauren on her podcast launching this year.

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Image above: Lauren Rowles new site

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Further rebranding projects included a national cleaning franchise started in Reading. Daily Poppins are a national domestic and professional cleaning franchise, with over 50 sites across the UK. They came to ClearBrand wanting to modernise their brand and website, while improving user experience and brand recognition. You may have seen their bubbly red cars darting around and we’re proud to have added our creative stamp to the franchise. Check our our case study for the brand clean-up here: https://www.clearbrand.co.uk/works/daily-poppins/

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Image above: Daily Poppins car design 

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2019 was also our most successful to date as we won one of our biggest contracts in the company’s short history this year. We are currently rebranding The Business Continuity Institute (www.thebci.org), an international membership organisation with headquarters based in Caversham in Reading. With over 8000 members in more than 100 countries, the BCI truly are the leader in their industry and are a fantastic representation of the reach that the Thames Valley area has. For confidentiality reasons we can’t share too much from this project, but are excited to launch the new brand in early 2020.

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More about ClearBrand. 

 

ClearBrand are a design agency of creative designers, developers and various collaborators, focused on crafting distinctive brands for the long term. We work in partnership with our clients to help them achieve growth. We are focused on fast turnarounds, better work and great value. Delivering high-quality design that is focussed on user engagement is our speciality.

 

We position ourselves and have specialisation as branding experts. We each have prior experience with big brands in London which we can bring to the local area. ClearBrand’s signature design style is precise and uncluttered. ClearBrand help capture the emotive aspects of your audience and build it into a cohesive narrative.

 

Our founder, Josh White, was nominated for business entrepreneur of the year at the Thames Valley Business & Community Awards. Josh has worked as a designer at award winning branding and corporate communications agencies in London, Brighton and Reading before setting up ClearBrand, spotting a gap in the market to build strong local brands for the fantastic local companies in the Thames Valley area. He is now looking for investment into the next stage of that goal with a new start-up helping local new businesses get up and running as soon as possible with a new innovative service.

 

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Details: 

 

Article written by ClearBrand, January 2020. 
To get in contact about working with ClearBrand on a project,
please call +44 (0)118 959 9284 or email info@clearbrand.co.uk.

The post ClearBrand’s Work in Thames Valley appeared first on ClearBrand.

The Future of UX Design in a Technology Orientated World

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Exploring the collaboration between Technology and UX Design 

 

Good design is more than just skin deep, it is understanding how people interact with the world around them. Arguably as technology becomes more and more entwined with daily life, a key role of many designers today is making that technology more accessible. This fact was recognized some twenty-five years ago when the term “User Experience Designer” first appeared on the scene. Since then this concept has been thoroughly embraced and has seen teams of designers working tirelessly to make UX better, quicker and sleeker than ever. Whether that be perfecting an app, website or even the product itself design is now so intuitive it is virtually invisible to the user.

 

Some would argue that we have gone as far as we can with UX development. In part thanks to the massive investment in it by technology giants such as Google and Apple. Apple in particular has reaped the benefits of this by experiencing an impress growth of 882.9%  over ten years thanks to its investment in UX. After all this development it is widely believed to have perfected the user experience, which begs the question; If we live in a world where UX is so polished does it have room to evolve?

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So what’s next?

Just as most technologies adapt over time to avoid obsolescence so must the concept of design for technology. In recent years we have seen the introduction of the long anticipated “Voice User Interface” in products such as Amazon echo and Siri. This innovation has taken UX designers away entirely from their native platform of the screen, and into a new unexplored space of voice commands. Could this new branch of innovation open up more opportunities for design previously though impossible? Other innovations include the advent of AI and Augmented Reality, a technology once only dreamt of is now reasonably accessible. A 3D virtual platform has the potential to disrupt the principles of UX Design as we know it and poses a fascinating challenge for future designers to come.

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The take-away

For now, technology will always need good UX design, it is after all its first introduction to the consumer. Design has a massive impact on the success of products and services, not just in the technology sector but in all industries. Studies have also proven that it’s absence can have disastrous effects for a company. No matter how innovative the idea it is rare for a modern audience to sit through a clunky user experience in fact 88% of customers are less likely to return to a website after a bad UX experience. Especially not when good design has become so ubiquitous thanks to everyday products like the iPhone. With advancements in technology the way designers approach UX may have to change considerably, but it’s value to industries is evident. As UX develops to fit a changing world we may see designers creating user interfaces in a 3D environment, or even doing away with the visual aspects of UX entirely. However, whatever UX may evolve into its core values of accessibility and empathetic design is here to stay. ­

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Article written by ClearBrand, April 2019. 
To get in contact about working with ClearBrand on a technology project,
please call +44 (0)118 959 9284 or email info@clearbrand.co.uk.

The post The Future of UX Design in a Technology Orientated World appeared first on ClearBrand.

What does the future of Healthcare look like?

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What Problems are there now?

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Brief overview of the past and present

Over the last 5 decades, the population of the world has more than doubled. By 2050 the population is expected to reach not far short of 10 billion people on Earth. In the UK, the population is expected to reach 75 million by this time putting ever more pressure on the healthcare industry. The NHS was set up over 60 years ago with a system that hasn’t changed majorly over a decade. Unlike other industries, the healthcare industry in the UK relies on heavily out-dated technology and is in need of desperate change.
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What is coming?

However despite all this negativity, with change will come great progress in many areas that previously might not have even been thought about. The main drawback to the Healthcare Industry today is how it is treated as such. A patient is simply the same as any other, in the same category and place in line all grouped into different GPs. Every patient is completely unaware of their self until they are seen at their point in line and only then can an urgent situation be escalated.

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What difference does this make?

This could all be greatly improved. Within the next 10 years, along with almost everything in the consumer industry, you will be able to see everything you need to know via an app or online. Being self-aware could be the next huge step in controlling your own health. Being told you have an illness or told that something is unhealthy not a solution. Patients could see what they need to do to improve their well-being at any point and track their progress. This could all be linked back to a local GP who can keep up to date records of each patient and have the ability to choose those who most urgently need care very quickly all through the same system. This would mean 24/7 care for everyone and the ability to see someone as soon as you become in a more serious condition. Instead of going to a GP thinking you have a serious issue to then be told its nothing to worry about and using up time for someone that might need it more (or vice versa), you can see everything you need to know from home or on a device.

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Even Further Into The Future

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What We Could See In The Next 30 Years.

24/7 up to date Healthcare is only scratching the surface of what could be possible. With every year comes more advanced and efficient ways to deal with health issues. Robots, Nanotechnology and Stem Cell Therapy all sound like parts of a sci-fi future, however that couldn’t be more wrong. These technologies could be implemented easily within the next 10-20 years if research and progress carries on at the rate that it has been. Robots are already used in the military and other industries where pin-point precision is needed, it isn’t a stretch to think this could be coming to healthcare sooner than we think. Nanotechnologies and Stem Cell treatments are also being researched more heavily than ever with potential to vastly improve the quality and longevity of life.

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Adding It All Together

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To put these all into a system of instant care for those who need it would mean an extreme difference in productivity in hospitals with surgery’s that could have taken hours could be solved in half the time or treatments that are currently impossible could now be done. Coupled with a time management system through algorithms and data tracking rather than current log books and excel spreads will also bring a far superior flow in healthcare. Putting all these together in an engaging yet easy way for everyone is what will be key to achieving a great future in the Healthcare industry and this is where design plays its biggest role in all this. And where we stand ready for these opportunities the future holds.

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Article written by ClearBrand, August 2018. 
To get in contact about working with ClearBrand on a healthcare project,
please call +44 (0)118 959 9284 or email info@clearbrand.co.uk.

The post What does the future of Healthcare look like? appeared first on ClearBrand.

The role of Branding and Digital Design in the Healthcare industry

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Where We Stand

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Brief overview of the past and present

The healthcare industry, especially in the UK, is an area where change is needed now more than ever. Many hospitals in the country are slowly becoming more and more out-dated relying on old systems and in some cases, generally bad design where it was not thought about to the level it is today. Patients, Practitioners and Professionals are all effected by this, anything from systems that data spreads run off of, to the signs in health care practices will all need to be changed and updated at some point in the future.

For us, these upgrades need to cover these key areas:

• Increasing patient engagement
• Changing patient’s Behaviour
• Improving Referrals
• Branding and marketing
• Content access and management
• Feedback

How we think a lot of this can be implemented:

The way a practice operates relies on good design choices. Time management is at the upmost importance in healthcare, 5-minute delays could have huge consequences down the line and having a spread sheet running on technology that’s a few years old can really slow this down. This will need to constantly be up to date in the near future; usability will be at the core of this. Everything will need to be thought out to design a system that not only works well, but is simple and very easy for practitioners and professionals to pick up and use right away with noticeable time saving differences.

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Signage

We can design for visitors and patients directly too. Signage in practices in some areas is in need of desperate change. Some rely on numbering on signs with no real direction on them. For a visitor this can be troublesome often having to ask clearer directions. Signage can also sometimes be generally hard to take notice off and not engaging the user in the correct way. In a healthcare practice sometimes you might not be allowed in an area completely and with this sense not given off by a sign can cause confusion.

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Branding

New colour schemes with a clearly thought out direction around larger practices such as hospitals would be a great way we can solve this. Maps can help to some extent too but stopping to look at this could also be more of a distraction when in a rush. Another way to improve this across the board is to keep this constant. Updating all practices at once would be essential, having them all run off the same signs and elements as each other would be greatly beneficial for the users, being able to go to a different practices (under the same name) and instantly know the direction needed to go would be great for time saving and well worth the update in branding to achieve. All new modern branding also helps improving referrals too bringing back patients giving them the confidence in practices knowing it is as good for them as possible by looking as clean and professional as it needs to be.

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Engaging Everyone

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The key though to achieving all design change needed in healthcare is engaging the public and professionals together and bringing a better relationship between them by doing so. Patients often feel unable to relate to what a professional may be recommending or just be confused by it. Well thought out material around practices specifically relating to the patients can improve this as well as ways of being able to see easily how your local health care unit is doing or what could be best for your health leading to better patient behaviour and better referals.

All accounts need to be able to work together better making patients understand a lot more and also having a better chance for feedback to professionals to take into account through well thought out leaflets and online forums made to be used easily but also look clean and simple for everyone. This is all showing why design is at the heart of all that can change in the industry for better results in many areas, every minuet decision could make far better outcomes down the line.

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Article written by ClearBrand, August 2018. 
To get in contact about working with ClearBrand on a healthcare project,
please call +44 (0)118 959 9284 or email info@clearbrand.co.uk.

 

The post The role of Branding and Digital Design in the Healthcare industry appeared first on ClearBrand.

THE BRANDING PROCESS – HOW TO REBRAND YOUR COMPANY IN 5 STAGES.

So you have been thinking about rebranding your company? Great. We have already discussed ‘The value of rebranding’ in a previous post. Now we have decided to post ‘The Branding Process’ to give you a clearer picture of the stages involved.

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STAGE 1: YOUR CORE IDEA

CLARIFY YOUR VISION, STRATEGY, GOALS & VALUES

We aim to get to know the principle values of your company, and how these can be presented to the key demographics. This is an understanding which is fundamental as a basis to the branding process, and these ideas must run throughout the project to ensure that the desired result is achieved. One way in which this stage is undertaken is through a collaborative workshop in which we determine with your business the visual territory to be explored during the next phase. Using existing imagery and type enables us to work with you to choose the general look and feel, which we want to develop.

We need to look at is what’s going on in your sector. We need to see who you’re up against in terms of market competition, where you are placed and where you want to be. Looking at your competitors and seeing what’s working for them is one example of the market research we carry out to help us get you one step ahead of the crowd.

• Research customers needs and perceptions
• Conduct marketing research
• Competition analysis to foresee gaps in marketplace
• Interview key management
• Evaluate existing brands and brand architecture

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STAGE 2: STRATEGY

BRAND AND POSITIONING

Once we have looked at competitors and analysed what is working for them, we move to looking at the your new brand strategy. This is a valuable stage that allows us to see what messages your new brand will be delivering.

• Synthesise learnings and clarify your brand strategy
• Develop a positioning platform
• Write a brand brief
• Create a naming strategy if required
• Write a creative brief

 

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STAGE 3: CONCEPT Stage

VISUALISE THE FUTURE

A fundamental stage of the branding process is the design of the logo, and identification of the fonts and styles which work best for a market and product, bearing in mind where it’s going and who it is meant to appeal to.

A font has its own character and stands for a distinct declaration; it makes the brand stand out and reflects the rest of your business as it appears across all marketing materials and touch points.

We test a brand name in a huge range of fonts before narrowing it down to a selection which we think are working. A common misconception is that a logo is a symbol to represent a business. However, the logo can just be the brand name words – the whole thing works as the logo. The font choices, layout and lock-up are what come together to create the identity.

Time is spent on positioning as the font is crafted, tweaked and fettled to perfection.

• Visualise the future of your brand
• Brainstorm the big idea
• Design brand identity and explore expectations
• Finalise brand architecture and present visual strategy
• Achieve agreement for visual identity

 

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STAGE 4: APPLICATION

APPLY BRAND TO PRINTED OR ONLINE MATERIALS

Many companies become recognisable by their brand colour. Think Cadbury purple, McDonald’s golden arches, Clear blue. However, these brands would all have been designed and refined to work amazingly in greyscale before any colour would have been added. Colour helps the consumer make their first judgment of your business, which will inform whether or not they choose to purchase from or work with you. Colour, font and how these work together account for the success of a corporate identity.

• Finalise your brand identity
• Develop the look and feel of your marketing materials
• Initiate trademark protection if required
• Prioritise and design other media applications
• Apply brand architecture to stationery and/or literature

 

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STAGE 5: LAUNCH

BUILD SYNERGY AROUND YOUR NEW BRAND

1. Internal launch. Before you can take your brand to the outside world, you need to introduce your new brand to your entire staff and get them excited about its potential. The brand rollout plan will spell out the activities and materials required to achieve critical internal buy in.

2. Education. A brand is as much about what your people do and say as about you new logo, tagline and website. That’s why it’s important to take your staff through a training program that gives even non-sales staff the understanding and talking points they need to embrace and articulate the new brand. When your staff and brand values are aligned, your message is more likely to resonate with clients and prospects. That means more leads, more referrals and more business.

3. Public launch. Your brand launch is a rare opportunity to command attention in the marketplace and make a bold statement. You’ll want to make the most of it. The brand rollout plan will provide specific tactics and a detailed timeline to announce your new brand — targeted, as appropriate, to clients, partners, referrals sources, the media and prospects.

BUILD SYNERGY AROUND YOUR NEW BRAND

• Build synergy around your new brand
• Develop your launch strategy and plan for growth
• Launch internally first, then externally
• Develop standards and brand guidelines
• Nurture brand champions and strategic partners

 

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At ClearBrand we often take part in rebranding projects for clients, from start-ups to SMEs to national brands. Get in touch for a free consultation on how our rebranding services can give your business the edge on your competitors.

> How we can help you
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