Focusing on the user experience of your healthcare website:

A positive user experience in website navigation refers to the ease, efficiency and satisfaction a user feels when interacting with a website’s elements. Achieving a positive user experience is crucial to keep user’s engages and achieving the website’s goals whether that be sales or raising awareness.

Presenting information in a clear and concise manner is one way that an enjoyable user interaction can be created. Using plain language and avoiding complex medical technology allows for effective communication between the organisation and patients. This can be achieved through using well-organised content, clear headings and specific call-to-action buttons to make information easier to process. Here’s an example designed by ClearBrand showcasing how a positive web user experience aids to doctor-patient communication.

The DAUK website uses consistent navigation elements and descriptive labels allowing for easy navigation between different pages. Relying on consistent layout and terminology, leading to less confusion and an overall positive experience.

The impact of call to action buttons in web design:

Another way of getting the most out of your healthcare website design is by becoming patient-centric through call to action buttons. A well-designed example of this is the PATCHs Health website which encourages users to sign up to their wellbeing programme.

Using call to action buttons such as ‘Discover more’ and ‘Tell me more’, are highly visible through contrasting colours, concise copy and appropriate sizing on all pages . This streamlines the user journey and prompts the user to make a choice and engage with the website, whether it’s for making a purchase or signing up for a newsletter, this engagement can align users goals with the objectives of the organisation.

Prioritising a mobile friendly website for your healthcare service:

Having a mobile-friendly website is important to meet the evolving needs of patients. A study by Dscout has found that ‘the average person touches their mobile phone at least 2,617 times a day’, proving that mobile devices have become popular methods of communication. As mobile usage continues to grow in relation to desktops, adapting to this trend is crucial for healthcare service providers to stay relevant, this mobile-responsive adaptability enhances convenience for patients, making it easier for patients to engage with your healthcare services. Here’s an example of a mobile responsive website design designed by ClearBrand.

PCMS’ website implements design elements that ensure optimal usability for users accessing the site on various mobile devices. Utilising responsive design techniques ensure that the website adjusts to the user’s screen size ensuring a consistent and visually appealing experience across all devices. Using a hamburger menu prioritises essential menu items and reduces crowding the screen with options, allowing for a user-friendly experience increasing consumer satisfaction.

Designing a healthcare website that serves the needs of both patients and healthcare professionals requires consideration of many factors. By using a patient-centric focus, implementing a positive user experience through clear and concise information and prioritising a focus on a mobile-responsive design can ultimately improve patient satisfaction and the overall quality of the healthcare service you are providing. View examples of other healthcare website design examples created by ClearBrand here to get started. Elevate your business with our design agency, from website design to brand guidelines we can help you bring your business to life. Contact ClearBrand today.

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The article was written by ClearBrand, January 2024.
To get in contact about working with ClearBrand on a project,
please call +44 (0)118 405 0255 or email info@clearbrand.co.uk.

The post How to get the most out of your healthcare website design appeared first on ClearBrand.

A strong and cohesive brand identity is paramount in the healthcare industry, and as healthcare brands strive to connect with a variety of audiences, from patients to healthcare professionals, a consistent brand image is essential. The role of healthcare brand guidelines is to ensure that a brands intended message remains clear across all touch points. In this article, we will consider the role that brand guidelines play in defining the identity of healthcare brands.

What are brand guidelines?

A brand guideline is a set of rules that define that overall look and feel of your brand. They can help build a clear brand identity and outlines everything from the logo iterations and colour schemes to the typography, brand voice and imagery. Brand guidelines can be used by designers, writers and anyone else looking to use your brands elements like the logo in marketing material.

How can brand guidelines help you establish your brand?

As the influence of consumerism in the healthcare sector continues to grow, it has become increasingly important to distinguish your brand from others. Healthcare brand guidelines can serve as a strategic tool to communicate, reinforce, and differentiate your brand from competitors in the healthcare industry through:

• Unique value proposition: by highlighting key services your brand offers that differentiate your healthcare brand from competitors.
• Visual distinction: unique visual elements such a logos, colour palettes and typography can create a memorable brand identity, contributing to the overall perception of your brand.
• Brand tone of voice: by crafting a unique voice, your brand can convey its personality towards consumers. This can help your brand understand how to weave your brand values into your patient experience.
• Drive for innovation: If your brand is based on innovation and technology, guidelines can showcase this aspect involving certain visuals and language to convey a sense of expertise that consumers can trust.

Healthcare brand guidelines may often provide guidance on storytelling elements that can convey the brands history and mission creating a personal connection to the consumer in order to highlight your brand’s achievements. While they may not explicitly outline competitive advantages, they provide the framework for expressing your brand’s unique attributes and strengths.

Why are brand guidelines important for your healthcare brand?

Consistency

When the same branding guidelines are used across all marketing elements, brand consistency is created. Consistency leads to repetition and recognition by consumers and clients, potentially leading them to choose your brand over competitors. Greenbrook’s healthcare brand guidelines below has used the same visual elements – clean icon styles, sans serif font and shades of green and blue across all material. View the full project here on the ClearBrand website.

Professionalism

When healthcare brand guidelines are in place, your brand’s elements are all used effectively and can look professional anytime they are used. Professionalism is key in the healthcare sector as it allows your brand to communicate trust and credibility to patients. Professional brand guidelines provide a foundation that allows healthcare brands to incorporate innovations while maintaining their brand identity. An example of this is PCMS’s brand guidelines presented below. Their guidelines are visually professional and consistent, and this allows PCMS to approach larger practices with ease. View the full project here on the ClearBrand website.

Clarity in communication

Clear and concise communication is vital in healthcare to ensure that patients and other stakeholders understand complex information. Clear brand guidelines provide a framework for effective communication by establishing standards for typography, imagery, and layout. This ensures that information is presented in a way that is easy to understand, reducing the risk of miscommunication and enhancing overall patient knowledge. Omega Diagnostics rebrand by ClearBrand involved the creation of healthcare brand guidelines that presented information in a logical method by using contents and clear title pages to make it easy for users to interpret the content. View the full project here on the ClearBrand website.

How can ClearBrand help your brand?

The importance of healthcare design guidelines is not just about presenting a recognisable logo, it is about binding a narrative that echoes reliability and trust to all stakeholders interested in your healthcare brand. View examples of other healthcare branding examples created by ClearBrand here to get started. Elevate your business with our design agency, from logos to comprehensive brand guidelines we can help you bring your business to life. Contact us today whether you are looking to promote an existing brand or create a new one.

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The article was written by ClearBrand, November 2023.
To get in contact about working with ClearBrand on a project,
please call +44 (0)118 405 0255 or email info@clearbrand.co.uk.

The post The role of healthcare brand guidelines appeared first on ClearBrand.

In the dynamic healthcare market, effective visual elements play a crucial role in conveying messages of care and trust to patients. From typography choices to colour schemes, each design highlights ClearBrand’s ability to combine a visual narrative tailored to the unique brand values of each healthcare organisation. Explore the latest healthcare branding examples, the power of design in communicating brand values and how to make a positive contribution to patient healthcare below.

Omega Diagnostics: brand narrative and rebrand

ClearBrand partnered with Omega Diagnostics to develop a contemporary corporate identity that mirrors the organisation’s character and dedication to a message of being ‘progressive, dynamic, and approachable.’ The logo represents, a blend of the letters ‘O’ and ‘D’ with a radar-inspired visual approach representing the ‘quest for answers,’ capturing simplicity and functionality. This minimalist design enables Omega Diagnostics to effectively convey their message. In healthcare branding, colour plays a crucial role, and Omega Diagnostics chose a vibrant green and purple to enhance the association with health and vitality.

One Medical: modern healthcare branding

 One Medical’s brand is centered around delivering individualised healthcare that prioritises the requirements of the patient. Their brand has been designed completely differently to traditional healthcare branding examples seen previously. One Medical use modern aesthetics such as an inviting green colour invoking a sense of trust and comfortability in users. As well as using playful illustrations particularly within the ‘For Kids’ section, suggesting that they have considered their audience thoroughly and using minimalistic design to accurately communicate information to prospective clients.

Parkinson’s Europe: historical healthcare rebrand

As the foremost advocate for Parkinson’s in Europe, Parkinson’s Europe envisions granting individuals with Parkinson’s disease access to the highest standards of treatment and care for a fulfilling life. ClearBrand facilitated a name change and rebranding effort, encompassing elements such as email signatures, business letters, and a PowerPoint template. The logo, featuring a hand-painted tulip, symbolizes the creativity often associated with those affected by Parkinson’s disease. The handmade aspect of the logo fosters a stronger personal connection between the brand and the consumer, a crucial factor in an industry that places value on a sense of personal care.

The colour red, symbolising strength and determination, is paired with a serif font in the painted posters, reflecting tradition whilst reinforcing the brand’s historical values. This healthcare branding example places importance on artistic expression, instilling confidence and assuring patients they are in capable and caring hands.

Alan: unique healthcare plans

Another of ClearBrand’s latest healthcare branding examples is Alan , a healthcare company that is focused around ‘better living’. Alan has created a system that flows around the individual, using empathy to develop its product: a contrast to the clinical world of health insurance. In the past few months, several brands have diverted from the corporate approach in favour of more colourful and cheerful identities. This is whatDesignStudio have facilitated, using the character of a fluffy bear to help the start-up connect with consumers. This healthcare branding example stands out and conveys a warmer personality that will catch the attention of users allowing Alan to stand out in the healthcare marketplace.

Doctors Association UK: Medical advocacy group rebrand

As a non-profit association and advocacy group representing the UK medical profession, Doctors Association UK (DAUK) is guided by dedicated volunteer doctors who actively sought a professional platform for engaging with media outlets and politicians. ClearBrand maintained the recognisable green from their previous branding and introducing a bold, sans serif font to prominently convey the brand’s clear message. The logo, a combination of a stethoscope and a heart, highlights their caring and empathetic stance.

Consistency across touchpoints, including social media templates, photography sets, stationery and email campaigns, ensures customers are the top priority for DAUK which they can recognise, setting their brand apart from competitors.

X-Lab: cohesion of two sub-brands

As pioneers in the healthcare industry, X-Lab aimed to prioritise people, creating a brand that emphasised the benefits whilst maintaining a human and approachable essence. Initially, X-Lab operated under two separate identities, X-Lab and Labgnostic. Canny Creative had the challenge of aligning both brands whilst creating two distinct identities. X-Lab introduced lively, playful illustrations, people-centric photography and benefit-oriented copy. The website copy, guided by X-Lab’s commitment to enhancing outcomes for both professionals and patients, emphasises specific benefits. This approach simplifies the user’s decision-making process, helping them determine if X-Lab aligns with their needs.

Exploring the showcased healthcare branding examples presents a variety of design examples where each visual identity surpasses aesthetics, focusing on the core values of care, compassion and professionalism within the healthcare industry. Better communication means better care, whether you seek inspiration or have design needs of your own in the healthcare sector, reach out to us using the information below. We’re here to bring your vision to life.

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The article was written by ClearBrand, November 2023.
To get in contact about working with ClearBrand on a project,
please call +44 (0)118 405 0255 or email info@clearbrand.co.uk.

The post Latest healthcare branding examples appeared first on ClearBrand.

These are some of the top factors that will determine search engine performance for a website:

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⁃ Direct website visits
⁃ Regular and relevant content to your industry
⁃ Click through rates (how many people click your google listing or google advert)
⁃ Time on site
⁃ Bounce rate (amount of people leaving your site not long after arriving)
⁃ Number and quality of backlinks (links from other sites to your site)
⁃ Https (secure site)
⁃ Overall content relevance and keyword usage
⁃ Font size in main content area
⁃ Number of images
⁃ Total social media activities

If you are trying to build your search engine positioning yourself without any assistance the best advice we can give:

• Get an SEO expert to set up your site initially for a number of keywords (very important, otherwise you won’t be found by google)
• Make sure when you are uploading images to the site they are small in size and all under 300kb ideally
• Regularly blog (once or twice a week if you can)
• Encourage website visits wherever you can (attractive email signature links, email marketing, with links back to your website etc)
• Regular social media posting linking to your website, while also aiming to build your social followers
• Write Regular and relevant content to your industry on your blog, following our guidance below on how to optimise the posts
• Aim to get backlinks back from other websites to yours, but mainly focus on your industry. So if you are an architect, then a link from the RIBA website will be valued very highly by google and will be much more valuable than a link in the local business listing.
• Check your site is secure with Https

These will give you a good basis, however for maximum value you should focus on strong keyword strategy and implementation as listed below,

Our Monthly SEO Activity Plan
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Content Plan

At the beginning of each month I would recommend putting together a content plan for the client based on the target keywords for that month. This content plan should include recommended new pages, new blog posts & any outreach content that you wish to distribute.

To ensure that all content produced is targeted, the keywords should be the key focus in any content planning procedures.

Please request the workbook: Content Plan Template, from us if you would like an example.

This can be used each month to determine what content is produced and will allow you to plan effectively, considering the target keywords.

How to Plan Content

Keyword: Select a keyword that has a lower search volume as it is likely to have less competition and more likely to achieve a ranking for.

Title: Write a title for your blog post that includes the chosen keyword. It is best placed at the start of the article title.

Page Title: Make sure that your title is short and concise. It must be under 70 characters in length and should end with the company name.

Meta Description:  Write a short description for your article that outlines the content. It should be under 156 characters in length and should also include the keyword somewhere within it.

URL: Write a URL for your blogpost. The URL should be short and concise. The shorter the better! – It is also best to include the keyword within the URL.

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Blogging Content Production

Once all the content for the month has been planned out and any approval given that is needed from the client. You can start writing the content.

When writing SEO content, you must consider the following SEO factors:

1. In a 500-word article, you should try to include the target keyword 2-3 times
2. Try to include keyword variations that mean the same thing, but use different words
3. Try to break up the content with 2-3 sub-headings
4. Use the target keyword within at least 1 sub-heading
5. Include images within content (remember to add the keyword within the ALT tag)
6. Include an internal link within the content to another post on the client’s website
7. Include an external link within content to a useful external website (High authority)
8. Try to include a call-to-action at the end of the article.

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Blogging Content Publishing

When publishing the content on the website blog, make sure that you have YOAST SEO PLUGIN installed. This will allow you to enter the optimised Meta Data that you have already written in the content plan.

YOAST SEO PLUGIN will also help you provide any further optimisations to the content when you are uploading into the WordPress CMS. It uses a traffic light system to prompt you to include certain SEO elements such as Image Alt Tags, Internal & External Links, Keyword Placements etc – All of which you should have in place if you follow the instructions above.

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Blogging Content Distribution

Once each of the insight’s articles have been written and published, they need to be distributed. This will help get them indexed as soon as possible as well as help drive traffic to them.

1. Share your articles across all your owned social media accounts
2. Submit your article to any social bookmarking sites you have accounts with (https://onebasemedia.co.uk/blog/top-social-bookmarking-sites/)
3. Send out your monthly posts in any email marketing correspondence / newsletters you mail out to your email list.

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Build Location Citation References

When trying to rank for local search terms, especially using a local Google MyBusiness listing, you must have as many local citations listed on third party websites as possible. This is a direct ranking factor as it shows how established you are in any targeted location.

It is recommended that you distribute 5-10 new citations each month

Please see a list of top citation destinations via the link below:

https://moz.com/learn/seo/citations-by-category

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The article was written by ClearBrand, June 2021.
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 Our SEO Guide for small businesses appeared first on ClearBrand.

What is a lead?

Leads can be anyone that might be interested in your healthcare product or service. A lead can come from a range of sources such as a website, social media channels, phone calls or word of mouth.

What is lead generation?

Lead generation is an action that can captivate potential strangers and convert them into prospective people who’re interested in your healthcare business, putting them at the beginning of their path to eventually making a purchase. We can categorise lead generation into two groups: inbound; and outbound. It is typical to work across both groups to achieve a successful campaign.

Inbound is the creation of content that brings visitors to your website and converts them into leads, by making your brand more visible online on social media or search engines. The exchange of valuable content for visitor’s contacts information creates an ongoing communication cycle.

Outbound is sending a message to your target audience, no matter if they have shared an interest in the content or not. For example, this could include cold calling or displaying adverts. A large percentage of these tactics involve costs.

Why is lead generation important to the healthcare business?

For your healthcare business to be successful, you need customers. For this, you need a strong lead generations strategy. As a result, that can help you to make sales and expand your business.

When a potential customer is on a search engine, searching for a specific product or service, the search engine will provide the customer with sites that are linked directly to their interest. As a website grabs their attention, the chance of conversion to sales increases automatically.

Getting started with lead generation for healthcare companies?

Content is one of the best methods for generating leads for your healthcare. Content is a large part of all lead generation channels as you need content to send an email or even call someone up. For instance, videos are content: 87% of consumers say they want more videos from brands. For example, your healthcare could make a video on how an antibiotic works.

Social media marketing includes all social channels, including Facebook, Twitter and others. It is an ever-growing resource to healthcare businesses, with 95 Million images uploaded onto Instagram every day, and 850,000 active podcast episodes. Therefore social media provides healthcare businesses with the ability to promote their business on a widely recognised platform that can quickly gain popularity and lead to potential leads.

Finally, websites, specifically Search Engine Optimisation (SEO) of your healthcare website. The higher ranked your website is on search engines, the greater the chance of more traffic to your site, leading to the potential of converting these leads into customers. How do you rank highly on SEO? By using content, everything you put on your website is content. As a result, depending on how strong your SEO is on your site will depend on how relevant search engines will think your site is for customers.

B2B Lead Blog Mind map altered by ClearBrand

Click the links below to learn about the services we offer and to get in contact today to start your next healthcare project with us.

All Services

Start a Project

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The article was written by ClearBrand, February 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 Getting started with lead generation for Healthcare businesses? appeared first on ClearBrand.

To start, what is a marketing strategy? A marketing strategy is a long-term plan set in place to reach your business goals. It is usually a combination of all the touchpoints of your customer journey.

This insight is going to focus on five components in your healthcare digital marketing strategy. Although to learn more about the basics of marketing strategies, read this essential guide published by Hurree, here.

This diagram will help you understand how all the different components of your digital marketing plan fit together.

Messaging Apps

95% of texts messages sent will be read within the first 3 minutes of being received. With so much chatter on digital platforms, you want to reach your customers without getting lost in the digital sea. Messages are a benefit to contact your clients to let them know they are due an appointment or details for an upcoming session.

Another use of messaging apps is to target a niche group of your audience with an instant message. For example, this could be to let over 70’s know about the latest on a new ‘flu jab, or a dentist could let its patients know how to prevent tooth decay.

Social Media

41% of consumers said that social media impacted their choice of healthcare. But not enough healthcare organisations are using social media as part of their marketing strategy. This statistic is not only including the younger generation. But 90% of the older generation using social media are reported to finding and sharing health information on social media.

Social media is a great way to engage and interact with current and potential customers, offering you that chance to create a long-term relationship with them.

Your healthcare could post about raising awareness to current health issues and clearing up any misinformation. Or similar sharing content on how-to guides, e.g., the NHS produced a video for children to learn to wash their hands correctly has over 1.5million views on YouTube.

A behind-the-scenes advantage is people post about everything, including when they have a cold or the ‘flu. If you followed the hashtags (#flu), you could get insight into when people are getting ill in your local area.

Email Marketing 

99% of email users access their emails every day, and 59% of consumers say that emails influence their decision. On the majority of websites, the first thing to pop up will be a contact form trying to get your email address. Once you have your customers’ emails, they will receive all newsletters you send.

Now you have an email in their inbox you need to get them to open it. Having a personalised email leads to a 50% higher open rate. A simple way to do this is signing off with a person’s name and maybe include a picture. Or if you’re a global company, use the local time for your customers or a specific event in that location.

I have talked about the content in your emails, but what about the design? Your brain can register an image in 13 milliseconds which is 60,000 times faster than text. So, you need to start with a photo that instantly catches their eye. Another design aspect you need to consider is which platform consumers will see your email. With the mobile device becoming increasingly more popular than desktops, you need to ensure all designs are mobile-friendly.

Website 

Although this is one of the last suggestions on this list, I think it is one of the most important. Your website is your virtual salesperson, with 75% of consumers admitting to judging a company based on their website design. To attract patients to your website, you need to consider: your layout, navigability, social media links, and visuals. As websites are not only viewed on computers, but your design also has to be transferable to all devices. So that’s the design aspect; your website would be nothing without content. Content includes blogs, videos, healthcare services, etc.

Behind-the-scenes of your website includes SEO (Search Engine Optimisation). SEO assists search engines on how high they should rank your site. It is scored based on your website design and content on your website. SEO looks for things like keyword density or ‘alt text’ on your images.

Content 

This 1,026-word article your reading is content, the 95 million photos uploaded onto Instagram every day is content, the brochures you hand out at exhibition shows are content. Everywhere you turn both in the digital and the non-digital world, you see content, created by businesses to get there brand and organisations purpose over to you, the customer.

The healthcare industry is the same. Your GP surgery could have brochures out for patients to pick up and read. Or you might be at an exhibition and need a stand to attract potential customer, similar to what we designed for Lifestyle Checkpoint (Picture below). All this content promotes your business. Whether it is informing the patient about Braces or how to exercise your IT band, they will all be produced with a company’s logo and using their branding guidelines. It is imperative to ensure that all the content used for your businesses is an accurate representation of your healthcare.

In Conclusion

I have barely scratched the surface on what these five aspects of your marketing strategy could do for your healthcare company. If you need an agency that can help you build all your marketing strategy, ClearBrand can help. We are a design agency based in Reading, Berkshire, with years of experience helping out healthcare companies make the most out of their digital marketing strategy.

Click the links below to learn about the services we offer and to get in contact today to start your healthcare transformation.

All Services

Start a Project

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Article was written by ClearBrand, February 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 5 Healthcare marketing strategies to get you started! appeared first on ClearBrand.

Whether it’s a brand refresh or a completely new brand, launching your brand is one of the most important steps that your business will take so it’s important to get it right.

A brand launch is an opportunity to get clients as excited about your company as you are. A well-planned brand launch enables you to re-engage with existing customers, attract new ones, and significantly boost sales. Launching is a project that requires planning and attention to detail. Below is a list of some of the materials that will constitute part of the launch.

Here are some tips about the process as a whole:

Set goals and know your target audience

Before embarking on the brand launch, it’s important to set measurable goals that you hope to achieve within a specific time frame. Setting goals is a helpful way of assessing the effectiveness of the launch. Goals can also help channel the team’s energy in the same direction. Examples of goals include increasing participation, building awareness and consolidating brand identity. Your objectives should be informed by an understanding of your target audience. This will enable you to choose the best tools to make the biggest impact. Knowing your target audience will help you tailor your brand to their needs and interests.

Preparing for the brand launch

There are many channels that can be used to deliver the launch. Examples include press releases, social media outreach, email campaigns, videos, animations, a new website, and launch events. Videos are often great tools for launching a new brand. They can be easily adapted to different languages, they convey messages simply and in an engaging way and are 4 times more likely to be watched than text is to be read.

Before going public with launching your brand, be sure to begin internally so as to get your employees and stakeholders on board. Workshops are a great way to communicate the reasoning behind the launch and to get them involved and excited about the process. Check out this article about the importance of internally rolling out a brand launch and for examples of companies that have done it well.

https://www.forbes.com/sites/onmarketing/2013/04/09/how-starbucks-walmart-and-ibm-launch-brands-internally-and-what-you-can-learn-from-them/

The main event

When you launch, you will need to make it an event one way or another. The event style you chose will depend on your goals and your target audience. The event can vary from a mega-launch with guest speakers or a series of smaller, more personal events. Avoid a ‘one-size-fits-all approach as this will not create audience engagement. One way to help determine this decision is by checking out what your competitors are doing and evaluating the preferences of your audience.

What next?

Well done! You’ve launched your new brand but the work isn’t over yet! It’s really important to have a plan to phase out your old brand. This helps keep the brand identity consistent and avoid confusion.  Make sure you have a strategy and timeline in place to do away with old brand iterations. Collecting customer feedback is also a really important step. It can help you identify what needs tweaking in order to further boost brand performance. 

Summary and Checklist

You might find this checklist useful to make sure you have the different elements of the brand launch covered.

For a more detailed account of how to launch a brand, take a look at our brand launch guide:

https://www.clearbrand.co.uk/wp-content/uploads/2020/07/ClearBrand_Brand-Launch-Guide-v1.0-1.pdf

At ClearBrand we launch brands for our clients, from start-ups to SMEs to national brands and help them come up with a timeline for all the different elements of the project. Get in touch for a free consultation on how our branding services can give your business the boost it needs.

Details:  

Written by Matt on behalf of ClearBrand, December 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 How to launch a brand? appeared first on ClearBrand.

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.

Rapid developments of technology over recent years have provided vast improvements to many industries, especially design. Changing technologies has forced designers to constantly adapt, bringing in new elements to their work to improve user engagement and response. Throughout this blog, we will be looking at the different website design trends for 2021 that’ll keep you relevant and up to date.

Mobile-First Design

This is a trend that has gained promising traction over recent years. With studies showing the constant growth of mobile searching over desktop, this is a no-negotiable element to consider. For a lot of industries, the vast majority of online sales are from searches on mobile devices. If your one of those industries, it seems silly to specialise your website for devices that aren’t used.

It’s important to define that mobile-first design is not the same thing as mobile responsive design. The latter is more desktop-focused, but features of the design are scalable for a mobile device. One of the key benefits of a mobile-first design is google ranking improvements. Google has proven that mobile-first designs will rank better for people searching on their phone. Also, by providing a better browsing experience for mobile users, you will see greater conversion rates and lead generation.

Speed matters

It’s needless to say that in this age of instant information, user patience is a rarity. For example, Google dictates that if your website takes longer then 3 seconds to load, 40% of your people will abandon the site. What’s worse is that 80% of those visitors won’t come back. 

There are a few ways to improve your website speed, including HTML codes, videos, images and style page elements. For a few of these issues, you may need to take it up with your website developer. If you can see that your page takes too long to load, have a conversation about how to get the speed up. It can be quite a long and complicated task, so if you need further help there are tons of fantastic resources online, such as https://moz.com/learn/seo/page-speed.

Accessibility and usability 

One of the biggest failures modern websites face is a lack of accessibility. It is not good enough to just consider what’s on your website, but how the different people using your website interacts with the content. Accessibility involves designing a website to provide an equally positive experience to all users, including those with disabilities. This can be done by equipping your website with tools that help the navigation for people who may find it difficult. Some examples of this can be by implementing videos with subtitles and allow for voice recognition software to be used on your website This then links in with usability, which encompasses the effectiveness and satisfaction your website brings, regardless of who uses it.

Micro animations

Another key element to consider when designing a website is micro animations. This isn’t exactly a new concept, but the technologies behind it are evolving and implementations are becoming more sophisticated. Micro animations will especially hold its place in website design when looking at e-commerce stores. There have been some fantastic uses of it that have set companies apart from competitors. For example in the clothing industry, businesses have started showing what clothes will look like when worn, after interaction with the product. This presented a competitive professional edge over competitors that lead to increased conversions and website engagement.

Chat Bots

This may seem controversial, as many people believe chatbots to be intrusive and annoying. But with increasing technology and smarter integration, they can become a great tool for providing relevant, direct information to a customer. One of the most annoying experiences you can have on a website is not being able to find the information you want. Chatbots can provide a personal 24hr service to customers who want to find out information quickly and efficiently. They can also act as the first line of defence against busy customer service lines. With an effective chatbot, you can answer customer queries quickly and automatically. Then if the issue is too complicated the chatbot can connect customer service. This will improve people’s perceptions of the company as they will be pleased with the efficiency of service and information.

I hope you have enjoyed this article and feel it has equipped you with some important considerations for designing a website in 2021. If you would like any further help, don’t hesitate to contact us Here.

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Written by Matt on behalf of ClearBrand, December 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 Website Design Trends appeared first on ClearBrand.

Looking to find out how to create a business logo? This article will be covering the processes you can take to make your perfect business logo. The different elements we will be looking at today are:

• What is a logo and why is it important.
• A good logo
• Different kinds of logo
• Logo elements
• Competitors
• Drafting your logo

What is a logo and why is it important?

A logo is the symbol, image or stylized font that is used to identify your brand. It is a fundamental part of your brand identity. It’s what people first see when interacting with your brand. The logo should capture the spirit of your brand. It doesn’t need to be a literal depiction of the product or service you are offering. It should communicate the brand promise or how you want your customers to feel after using your product or service.

Before launching into the practicalities of logo design, you need to have an understanding of your target audience and be clear on what you want to communicate to them. Brainstorming some keywords that you want your brand to be associated with will help shape your logo design later on.

A good logo is:

• Memorable
• Easily recognizable
• Relevant
• Versatile

Different kinds of logo

Logos can be image-based, text-based, or a combination of the two. There are 7 types of logo.

1. Lettergram or monogram logos which give the brand initials (think WB, HP)
2. Wordmark or logotypes which focus on the name alone (think Google, Disney).
3. A pictorial mark (Instagram, Twitter, Apple) can be used without the text because the companies that use them are established and instantly recognizable.
4. Abstract logos whereby you recognize the logo with the brand but you don’t know what the logo actually represents.
5. Some brands have mascots associated with the company and use the mascot as their logo (think Pringles, Frosties)
6. Combination mark logo, a name and an image.
7. The emblem logo. This is often more traditional and used for university institutions.

Logo elements

Logos are made up of 3 main elements.

Colours: They determine how you’re perceived. Check out the colour chart below to find out the associations with each colour.

Font:  Typography can help reinforce the brand story. Some businesses create their own font.

Style:  Will your logo be vintage, floral, modern?

Competitors

It is also useful to look at your competitors’ logos. You might notice that many companies in the same sector chose similar colour palettes for their logos. For example, Unilever, P&G, Mars, Nestle (FMCG) all use blues. IBM, HP, Capgemini, Atos (tech) also use blues.

Looking at your competitors can help you find inspiration and will enable you to get an indication of what your target market is familiar with. Whilst you can use competitor research to get inspiration, avoid mimicking their identity and try to establish something unique that will help your brand stand out.

Drafting your logo

Sketch a variety of logo concepts and create digital drafts. Refine these ideas in response to feedback from customers and target audience. Try to avoid subjective feedback. Ask specific questions and provide context. Avoid broad questions such as “what do you think of this logo?”

Next steps

Your logo may need refreshing or redesigning after some time in order to keep in line with current trends and remain relevant to your customer. Check out this link for logo trends to look out for 2021.

https://www.wix.com/blog/2020/11/logo-design-trends

Can we help you?

We’d love to! We can take your logo design journey from initial concepts to delivery. Look at this link to find out more about our services and see some case studies.

https://www.clearbrand.co.uk/services/-logo-design/

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Written by Matt on behalf of ClearBrand, December 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 How to create a business logo appeared first on ClearBrand.