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How To Create A Brief

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August 2014

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Let me influence you…..

This months issue is all about vision. As business owners, managers or marketeers we all know the importance of having a vision. It allows us to strive forwards and work towards a common goal. Which is fantastic if your a visual person and can get carried away in your imagination. However, if your not how do you communicate your ideas? The key in the delivery of any successful campaign is the communication of your vision to colleagues and clients alike.

It’s quite a selfish issue in some respects because if all our clients could nail their vision delivery it makes our

job a lot easier. BUT it’s a very important skill and can be the undoing of any project.

With this in mind we have shared our top tips on how to create a brief and communicate your ideas for your most successful projects to date. You may not realise but the more concise the brief, the better the end results. YES you want your designer to produce ideas and YES it’s what your paying for BUT your campaign will always suffer, designers need direction first and foremost. After all you know your target audience better than any one.

If you only leave with one piece of information from this edition let it be the importance of a clear and concise brief! (and help us designers out a little, you will thank us in the end). As ever if you have any questions you can email us at enquiries@kimberley-janedesign.co.uk.

Thanks for reading and feel free to tweet us with any questions @KJDesignLtd.

KimINSIDE THIS ISSUE

Introduction

How To Create A brief

Business Insights - Brand identity

Vision Boards

Logo showcase and business profile

Free marketing: Making Twitter work for you

Top of Google

3

4

5

6

8

10

11

ENGAGE...for success magazine is published by:

Kimberley-Jane Design Ltd

36/37 George St Birmingham, B3 1QATel: 0121 448 4776

Publisher & EditorKimberley Learykj@kimberley-janedesign.co.uk

MarketingNicola Davisnicola@kimberley-janedesign.co.uk

Design and TypesettingRachana Sansoarachana@kimberley-janedesign.co.uk

5Business Development

Brand Identity

100% of people agree there has been an increase

in business start-ups in the Midlands!

What encouraged you to start your own business? Have you ever applied for �nding?

Do you have a logo?

Have you ever considered an intern? Do you agree that an intern could be beneficial in growing your business?

Self-�nded

Funded

In the process

Unemployment

Bad service/ product �periences

New opportunities

Work / life balance

Redundancy

Other

OtherWe�ite

Marketing Material

Retail /office premises

Refferals

SocialMedia

Business Card

73%11%

16%

YesNo

58%47%

Which channel generates the m¤t leads? Would you agree that platforms like social media have made starting a business more accessible?

What is your m¤t used social media platform? What has been your m¤t success�l achievement via social media?

Which of the above is your preferred method of advertising and why?

YesNo

Has social media affected business growth? If yes, how has it helped?

How did you have your logo designed?

Does your logo effectively communicate your brand identity?

Have you had more than one logo designed since starting the business?

When you started your business, where did you go to receive advice /consulting?

Many of the respondents happened to gain advicewithin an informal setting, for example, friends and family. However the results also highlighted establishments such as Universities, Business Link, MAS and the Regional Development Agency.

Friends &

Family

UniversityMAS

BusinessLink

Social media takes the lead...

How else do you gain �p¤ure?

Advertise

PR/PR Stunts

Networking Events

Email Campaign

Sales Calls

Pay per click

Social Media

SEO

We�ite

The results proved that business growth strategies where quite subjective depending on individual business needs. Various approaches to initiating business growth were highlighted and ranged from building on existing customer relationships to full blown marketing strategies.

Customer relationship buildingNetworking

Segmentation strategiesMarketing m®

development

Employee �pansionSocial networking

RebrandingLocal advertising

How do you plan to grow your business in the n�t 12 months?

Only 38% of the respondents had considered employing an intern. The rest of the respondents stated they had never considered employing and intern or were unsure about whether it was necessary.

“…generally they bring a wealth of new ideas and enthusiasm…businesses must ‘pay back’ interns by providing quality projects/roles plus effective mentoring”

Do you have an SEO strategy and has it helped to generate business?

Of all the respondents, only 18.6% had an SEO plan in place. Most of the respondents understood the importance of deploying an SEO strategy but due to the lack of time or perceived need had not implemented one.

86% Do14% Dont

Other

Designed myself -using free / paid so°ware

Employed a Graphic Designer

Asked a friend

Used a logo marketplace

Dont Have one

36%

27%

21%

Most of the respondents had a logo.Interestingly 14% of the respondents didnot have a logo at all.

5

Brand Awareness

5

“My business grew up and needed a differentlook and feel for the direction it was taking”

68% of the respondents claimed that they had a logo redesign since the start of busi-ness. This may be attributed to industry dy-namics, which is influential on consumer be-havior and brand perception.

32%32%

68%

86% of the respondents agreed that social media affected business growth in a positive way. The main themes high-lighted were cost effectiveness, increased brand aware-ness and the ability to interact with potential clients. Social media advertising was also a key aspect for reaching po-tential customers, as was, it being cost effective and cus-tomizable.

“It’s brought people to us, helped both ‘parties’ to engage and has created a real community ‘feel’ to what we‘re trying to do.”

Greater �p¤ure -Nationally/Regionally/GloballyIncreased Sales directly - email, telephone etcGained new and relevant connectionsUnderstand Customers requirements-age, location,budgetReceive feedback p¤itive/negativeOther

The respondents agreed that Facebook was the most used social media platform, followed by Linkedin and Twitter

“Facebook still holds holds the majority share in online sharing and communication.”

Although there were few major success stories associated with social media, the general idea was that social media was an excellent tool for connecting with people and sharing information.

“Receiving new clients! And having fantastic feedback from all my current clients.”

Most of the respondents felt that social media and networking events was the preferred method of promotion, mainly due to their link building capabilities. Both mediums provided an opportunity to directly nurture potential leads and at low cost.

“Social media, large brand �p¤ure minimum c¤ts.”

Almost all the respondents (96%) agreed that social media made their businesses more accessible.

Is Britain embracing its entrepreneurial spirit?

November 2013 survey results collected and analysed by Kimberley-Jane Design

How To Create A BriefWhat Is A Brief?

A brief is a summary of relevant information that advises a potential contractor on your intended project. It includes your requirements, what you wish to accomplish, your market and target audience, competitors and brand guidelines. It could cover any project, from the creation of a website to the delivery of social media strategy and can range from 1 to 100 pages. The design agencies reply should explain their proposed solution see’s time scales and expected outcomes. It may well depend upon the information you supply in the brief as to what they provide you with. A well-written and detailed brief should make the process quicker and simpler and a decision easier! Both parties understand their responsibilities and what is expected from each other. Plus it allows for review the future refining.

There are three main parts to a good brief: beginning (introduction/background), middle (requirements) and end (supporting information)

.

AN INTRODUCTION TO YOUThis should be a brief summary of your company, products or services. It should give the recipient an idea of your brand identity and the market in which you work.

1

2

COMPETITIONBriefly mention your competition, their products and services. Or list any brands, products or services you have seen and liked. This will give your supplier an idea of what you are looking for and how you want it to look.

5

REQUIREMENTSThis should also be detailed and clear. You should concentrate on the key areas and requirements and explain them fully but concisely.

Top tip: tell the company what you want the outcome to be, but not the process to use (if you have an idea already, keep it to yourself for now) see what they come back with and if they have bright ideas of their own.

• The requirements will generally include:• The intended outcome• The size of the project• The timescale and if there is a deadline• Any system in which this project will fit into and how

this will work.• How much assistance you will need/ will input.

(including in the future, when maintenance is needed)

Any restrictions there might

TARGET AUDIENCEWho is your target audience for this project?How many people are you looking to reach and what demographic?Why would these people need your product or service?

3

BUDGETIf the recipient knows how much you are willing to spend, then it makes their job a lot easier! If you say there is no budget, they may assume you expect this service for free, or are willing to spend whatever amount they suggest, however high!

6

6

OBJECTIVEYou should be clear about what you hope to achieve, this will help the recipient know what to say in their reply and enable costing to be as precise as possible.If you are ambiguous they may over estimate to accommodate for changes.Mention why you are doing this project. Why is it important? Also include any research you have done, or state if research will need to be done before anything can happen.

In next month’s issue we will look at how to create a successful budget

What Should It Include

BUSINESS INSIGHTSHave you ever wondered what other people in business think, what advice do they get and where from? Well we’re a bit nosey too and wanted to know the answer so we created a survey to find out! You may remember seeing it...We asked if Britain had embraced it’s entrepreneurial spirit? Yes but heres the nitty gritty on Brand identity.

5Business Development

Brand Identity

100% of people agree there has been an increase

in business start-ups in the Midlands!

What encouraged you to start your own business? Have you ever applied for �nding?

Do you have a logo?

Have you ever considered an intern? Do you agree that an intern could be beneficial in growing your business?

Self-�nded

Funded

In the process

Unemployment

Bad service/ product �periences

New opportunities

Work / life balance

Redundancy

Other

OtherWe�ite

Marketing Material

Retail /office premises

Refferals

SocialMedia

Business Card

73%11%

16%

YesNo

58%47%

Which channel generates the m¤t leads? Would you agree that platforms like social media have made starting a business more accessible?

What is your m¤t used social media platform? What has been your m¤t success�l achievement via social media?

Which of the above is your preferred method of advertising and why?

YesNo

Has social media affected business growth? If yes, how has it helped?

How did you have your logo designed?

Does your logo effectively communicate your brand identity?

Have you had more than one logo designed since starting the business?

When you started your business, where did you go to receive advice /consulting?

Many of the respondents happened to gain advicewithin an informal setting, for example, friends and family. However the results also highlighted establishments such as Universities, Business Link, MAS and the Regional Development Agency.

Friends &

Family

UniversityMAS

BusinessLink

Social media takes the lead...

How else do you gain �p¤ure?

Advertise

PR/PR Stunts

Networking Events

Email Campaign

Sales Calls

Pay per click

Social Media

SEO

We�ite

The results proved that business growth strategies where quite subjective depending on individual business needs. Various approaches to initiating business growth were highlighted and ranged from building on existing customer relationships to full blown marketing strategies.

Customer relationship buildingNetworking

Segmentation strategiesMarketing m®

development

Employee �pansionSocial networking

RebrandingLocal advertising

How do you plan to grow your business in the n�t 12 months?

Only 38% of the respondents had considered employing an intern. The rest of the respondents stated they had never considered employing and intern or were unsure about whether it was necessary.

“…generally they bring a wealth of new ideas and enthusiasm…businesses must ‘pay back’ interns by providing quality projects/roles plus effective mentoring”

Do you have an SEO strategy and has it helped to generate business?

Of all the respondents, only 18.6% had an SEO plan in place. Most of the respondents understood the importance of deploying an SEO strategy but due to the lack of time or perceived need had not implemented one.

86% Do14% Dont

Other

Designed myself -using free / paid so°ware

Employed a Graphic Designer

Asked a friend

Used a logo marketplace

Dont Have one

36%

27%

21%

Most of the respondents had a logo.Interestingly 14% of the respondents didnot have a logo at all.

5

Brand Awareness

5

“My business grew up and needed a differentlook and feel for the direction it was taking”

68% of the respondents claimed that they had a logo redesign since the start of busi-ness. This may be attributed to industry dy-namics, which is influential on consumer be-havior and brand perception.

32%32%

68%

86% of the respondents agreed that social media affected business growth in a positive way. The main themes high-lighted were cost effectiveness, increased brand aware-ness and the ability to interact with potential clients. Social media advertising was also a key aspect for reaching po-tential customers, as was, it being cost effective and cus-tomizable.

“It’s brought people to us, helped both ‘parties’ to engage and has created a real community ‘feel’ to what we‘re trying to do.”

Greater �p¤ure -Nationally/Regionally/GloballyIncreased Sales directly - email, telephone etcGained new and relevant connectionsUnderstand Customers requirements-age, location,budgetReceive feedback p¤itive/negativeOther

The respondents agreed that Facebook was the most used social media platform, followed by Linkedin and Twitter

“Facebook still holds holds the majority share in online sharing and communication.”

Although there were few major success stories associated with social media, the general idea was that social media was an excellent tool for connecting with people and sharing information.

“Receiving new clients! And having fantastic feedback from all my current clients.”

Most of the respondents felt that social media and networking events was the preferred method of promotion, mainly due to their link building capabilities. Both mediums provided an opportunity to directly nurture potential leads and at low cost.

“Social media, large brand �p¤ure minimum c¤ts.”

Almost all the respondents (96%) agreed that social media made their businesses more accessible.

Is Britain embracing its entrepreneurial spirit?

November 2013 survey results collected and analysed by Kimberley-Jane Design

VISION BOARDSA vision board (mood board or collage) is essential for any brief. It helps you to express your idea through words and pictures. The vision of your brief can be clearly seen through the images, ideas and notes written on your board.These apps let you create a vision board on the go, picking up images and writing ideas wherever and whenever.

Pic collage What does it do?It is based around pictures, letting you add multiple photographs from your phone and online to create a split frame board. You can then add text on top, choosing from different colours and fonts. The background can also be altered to create a professional looking board.

Is it any good?It lets you add multiple photos at once and there are texts available that look modern and impressive. It is based on photographs and not written explanations or notes, but there is space for text. You can easily adjust the size of everything, add long notes to your text boxes and a range of icons to your boards, although these icons are not very professional looking.

PinterestWhat does it do?Pinterest lets you search specific topics and pin your favourite photos to your boards. Your can have various boards, name them whatever you want and add as many pictures as you’d like, even upload your own. You can also write a caption for each image to remind yourself why you pinned it.

Is it any good?Tried and tested, Pinterest is loved by many and there are millions of photos to scroll through. You can search through their topics or search for a term of your choosing, making finding a specific photograph or themed photographs easy. It lets you write long captions, adding any notes you need. But you cannot create a traditional board with pictures all on one page together and print it, the boards are more like galleries. Although you can copy a link to your board and email it or post it online if you wish.

Mood Board

What does it do?Lets you add photographs and text to each board. You can also use arrows and freehand drawing to complete your vision board. The background can be altered and each photograph rotated and moved easily.

Is it any good?There are not as many backgrounds to choose from as other apps and adverts do pop up now and then, but it is easy to use and looks sleek and just like a real board.You can only add one picture at a time, but they are easily added, moved and altered. Photographs can be added from your phone or online accounts.

The app is easy to use and each board looks elegant, but the lack of font choice means all text is bold and quite large, meaning long notes take up a lot of space and grab your attention more than is necessary.

EvernoteWhat does it do?Evernote has already been featured in our May magazine for productivity apps! It has endless features, letting you create lists, notes and boards.You can add photos and notes, reminding yourself why you like each photo and the importance of each for your project.

Is it any good?There are not as many backgrounds to choose from as other apps and adverts do pop up now and then, but it is easy to use and looks sleek and just like a real board.You can only add one picture at a time, but they are easily added, moved and altered. Photographs can be added from your phone or online accounts.

The app is easy to use and each board looks elegant, but the lack of font choice means all text is bold and quite large, meaning long notes take up a lot of space and grab your attention more than is necessary.

Tweet us your favourite apps @KJDesignLtd

SHOWCASEWEB-DESIGN

This months showcase web site has been an absolute pleasure to work on. We were approached by Greg Day, a Portraiture

and Film Stills photographer based in the Midlands. The design direction was immediately obvious as the photographs Greg takes do all the talking, especially his cover photo, where the user finds

themselves looking down the barrel of a gun!

It was clear he needed a website that didn’t distract from his work and immersed the user in a full screen experience.

His new website is designed to work on all platforms and each

Successful completion of the logo gave us a clear vision for the online branding. Two Valleys wanted to steer clear of cheesy photographs and we don’t blame them! Instead we continued with the valley drawings and created a matching website footer.

The website also includes a portfolio of high quality photographs which showcase their previous projects and all their relevant skills.

The website also benefitted from a matching mobile version and if you’ve read our earlier article you will understand its importance!

Free marketing: Making Twitter work for you

Blink and its goneTwitter is a fast paced site with tweets continually being posted and your 9am tweet probably won’t be seen by 9:10am, let alone at the end of the day.You need to post continually and always post something interesting and engaging or it won’t be seen or read.

Engage with your audienceUse you’ to engage your followers, ask questions, retweet news and important info and you should gain a greater following.Follow and watch similar companies, see what they post, who they follow and who follows them. (It’s not cheating, we promise!)

Brand awarenessMake sure your tweets are in keeping with your brand and company image. If you are a serious business, tweet serious news updates and relevant information. If you are a fun artistic company then keep your tweets chatty and fun. That way you will gain the right following for you and your company.

Top tips:- Continually link to your site so anyone reading can click and see what you offer straightaway- Always add your @username to your communications, or the twitter logo linked to your account at the end of website pages., Blog posts etc.- When you have a larger following, you can encourage retweets with rewards or discounts. Get people engaged with questions and surveys and offer rewards for replies.Most importantly: Always encourage others to tweet you!

Make money!Twitter can be mastered without spending any money. By posting regularly, enticing your followers to retweet or mention you, you should gain the attention of anyone following them and so grow your audience and hopefully gain more customers.

Paid adverts can do this with less effort needed, but most people who click ona paid advert and come to a blank or little used page will not be enticed into following or recommending your page. Whether you are looking to pay for adverts or not,I would recommend keeping your Twitter page up to date and constantly posting to keep a large online presence and remind followers you are still there.

Social media offers you an easy way of gaining followers and growing your audience. You can pay for adverts or you can save your money and spend time building your network for free. This can reach just as many people as a paid advert, but it does take time.

Here are a few simple steps to take to grow your audience and grow your customer base on Twitter without spending money!

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help you to achieve your go als.

Call us now on 0121 448 4776 or pop in for a cuppa.

Print | Web | Design

Free marketing: Making Twitter work for you

Your own SEO

Campaign for £250/month

Call us, we can helpwith your strategy

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